The brand came from a land down under…
Billy + Margot, a premium dog food from Australia, crossed the pond to bring its variety of nutrient-rich dog foods available in a range of textures and formats.
We knew that taking a bite out of the highly competitive dog food industry was going to be no walk in the park, so we developed a fully integrated media campaign with the following goals:
Increase awareness for this "new-to-the-US" brand and their products.
Elicit product trial of new-to-market dog food formats, like iced treats and refrigerated rolls.
OUR STRATEGY
Rewarding Good Behavior
Through an omnichannel approach, Defero incentivized pet parents to sign up for emails by offering exclusive coupons to support our product trial goals.
SIT. STAY. SUCCESS.
Purchasers of competitive products were 15% more likely to visit a PetSmart after seeing a Billy + Margot ad.
PAID MEDIA
26MIL+
impressions
99%
click relevancy
40%
CPC decrease
PAID SOCIAL
Decreased cost per click (CPC) by 26% in just 24 weeks.
An increase in retail availability allowed us to open up targeting, which drove CPC down an additional 58% in only 8 weeks.
INFLUENCER MARKETING
Story content featuring exclusive coupons had a high CTR of 10%.
PAID SEARCH
Average cost per click (CPC) steadily decreased over 40% in just 17 weeks.
DIGITAL REBATE PROGRAM
We ran media in-app and gained over 11.6M impressions, which helped us double our goal of Total Units Moved.
owned media
To learn more about our audience, we encouraged them to fill out pet profiles to gain access to more higher-tiered offers, which in turn provided us with information we used to create more customized content.
