OUR STRATEGY

To achieve our marketing objectives, we used paid social ads and leveraged creative to deliver relevant campaigns to attract new shoppers efficiently. Top of funnel campaigns pushed the brand's reach outside our retargeting or CRM database, while lead generation campaigns allowed us to gather high-quality leads to nurture via email marketing. 

At this stage, it was critical for our lead gen forms to capture additional data points, allowing us to collect valuable first party data that would help us cater to each user's preferences. With this additional data we were able to segment our audiences by pet type and understand their specific needs.

With this information feeding into our automated email workflows, new users were treated to additional personalisation through engaging emails to nurture and convert them to first-time customers, enhancing their experience and allowing for better conversion rates. 

For existing customers, we applied personalisation through subscription service messaging at the end of every email. This message was shown dynamically using ‘show-and-hide logic’ based on their subscription status. Each subscription offer was tailored specifically to each customer based on their first party data, making it more relevant and attractive.