Doubling Revenue for a Pet Brand with Positioning
What You Will Learn from This Case Study
- How increasing the volume of high-quality creatives can overcome ad fatigue and drive growth.
- The power of targeted messaging, such as “Spoiling your dog,” to resonate with the audience and outperform competitors.
- How refining the customer journey through strategic landing page adjustments can boost conversions.
Stage 1: Initial Challenges and Starting Point (End of June 24')
Our client had a couple of winners in their ad account.
With these in consideration, we decided to create 40+ ads a month to fix the biggest bottleneck most brands face:
Quantity.
By simply creating more ads, we could break through the current level of ad spend and SCALE.
Initial Revenue
Stage 2: Creative Strategy and Positioning (July 2024)
What was the main thing that helped us scale through July?
Positioning
1. Strong Opening Statement
We start with an immediate, bold claim: “These are nothing like your ordinary chews.”
This line positions us against competitors right from the beginning, making it perfect for solution-aware customers who are likely dissatisfied with other products.
2. Building Trust by Highlighting Pain Points & Benefits
The ad continues by addressing a common issue for dog owners with “Bentley is an aggressive chewer, but unlike other treats, this treat manages not to splinter at all…”
Positioning as a superior, safer, and health-focused chew clearly differentiated us, helping to scale.
July Landing Page Changes
We changed the existing Listicle landing page from a text-dominant layout to a clean, modern design with compelling visuals and more customer reviews creating a much better experience for customers with varied awareness levels.
This update created a smoother customer journey and boosted conversion rates by effectively communicating the product’s unique benefits at a glance.
July 2024 Results
Stage 3: Doubling Down on Winning Messaging (August 2024)
In August, we built on the success of the "Spoiling your dog" messaging, rolling out new variations to keep performance strong and avoid ad fatigue. We also introduced fresh static ads with headlines tied to the same theme.
Our top ad from July remained the highest spender with a ROAS over 3 and strong CTR. The key? A simple but effective close:
- A clear creator recommendation—telling dog owners this is worth trying.
- Urgency and an offer—“Hurry up” + “15% off” + “Limited time”—driving immediate action.
This formula continued to deliver solid results.
August 2024 Results
Stage 4: Beating Ad Fatigue With AI + Landing Page Changes (Sept 2024)
To avoid ad fatigue, we maintained a weekly flow of new statics and concepts each week.
By using AI voiceovers to add "speaking" roles for the dogs, we created playful interactions that resonated with our older demographic.
This approach allowed us to move from production to upload faster than typical creative processes, ensuring consistent scaling.
September Landing Page Changes
We further improved the Landing Page by adding various segments with:
- More social proof that build trust and likelihood of purchase
- Specific benefits with timelines
- Highlighted statistics that add credibility
We also shortened the volume of text and added clear value propositions.
September Results
Key Takeaways
Here are the 3 key points that helped us scale our pet brand client:
- Being able to double down on winning messaging: All brands have winners in their ad account, you just need to know how to exploit what your customers value the most to create new winners.
- Quantity of creatives but with high quality: To avoid ad fatigue, you need a consistent influx of weekly creatives. These will make it so that you can break ad spend barriers consistently.
- Customer journey understanding: Even though we focus on creatives, knowing how your customers will actually get to buy your product is as important. We constantly look to improve and iterate on landing pages with new formats constantly.
If you want the same results that we achieved for your brand...
Book a free pre-audit call with us, where we go over your brand goals and from there, my team and I will decide on the creative strategy we would drive for your brand.
Book a call here: