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UK-Based Pet Brand
How we spent $2.1 million on ads in 90 days and generated 3.51x ROAS - helping with expansion into American market
Industry
Pet Supplies
Services
CyberEngine™ Advertising
Ad Spend
$2.1M
Over 90 days
ROAS
3.51x
Across Channels
About the client:
Our client is a British pet brand selling a wide range of pet products (organic food, custom apparel and accessories, among others). They are extremely passionate about their business and the community around it - pouring all their heart into the products and customer service.
They have decided to parter with us in August 2020 with a big idea in mind. Having some cash reserves, they wanted to expand into the American market before the holiday season and capture the incredible demand for pet products in Q4. Since the plan was very ambitious, we were very excited to help them accomplish their goals.
Challenges:
We had two main challenges that we had to deal with. First, we took over all the advertising accounts and campaigns - including those targeting UK-based audiences. Since our client relied heavily on paid traffic to drive sales and was investing hundreds of thousands of dollars in ads every month - the results have plateaued at scale. The audience saw the same ads so many times that they started to ignore them. It’s called ad fatigue. That was a big problem.
The second challenge was obviously our main goal: expansion into the American market. We didn’t have much time and historical data to prepare the strategy and test multiple angles before the main launch. The client had invested a significant amount of money into the inventory and we felt the pressure on our shoulders to perform.
Strategy and solution:
Regardless of the niche and marketing goals, the first step we always take is comprehensive market research using every possible tool and data source at our disposal. Making decisions without sufficient data is like driving a car blindfolded. You may get lucky, but eventually, the end is near. We have used the data provided to us by the client, historical advertising and analytics data points and a wide range of industry reports shedding light on the American market. It allowed us to get to know the market, target audience and competitive landscape.
At the beginning, we had to improve the performance of the existing campaigns. After in-depth analysis, we concluded that two things had to be done initially. We restructured the hierarchy of the campaigns - using a mix of prospecting, retargeting, CBO and ABO campaigns. Different bidding strategies allowed us to stabilize, scale and improve ROAS. The second necessity was to refresh the creatives to combat banner blindness and reignite interest. We partnered with a creative studio to produce dozens of UGC video ads (each one in multiple variations) to have enough new angles to gradually revamp our campaigns.
Our resources were focused mainly on preparing and executing campaigns targeting the American market. We have reused multiple creatives already circulating in our client’s ads ecosystem. The difference was in Facebook ad account structure. We had to double down on rapid testing and scaling. Prospecting campaigns dominated our strategy. In October, we tested dozens of different angles and landing pages to feed the pixel with data, find winning combinations and be ready for the holiday season.
The beginning of November was very intense. We had to gradually scale the ad spend. Adding TikTok Ads to our mix turned out to be a good addition to our demand generation efforts. We have launched multiple Google Search campaigns to capture the expected spike in demand generated through paid social.
Results:
The hard work that we and our client put into this project paid off. During November, December and January, we spent over $2.1 million on ads across every channel and generated 3.51x ROAS. Our client was incredibly happy since the net margin was a big win. We have dramatically grown the email list, which as we all know is an invaluable asset for every e-commerce brand. The scaling was so rapid that our client at some point ran out of stock. This success laid a foundation for further expansion.
Our whole team gained priceless experience in terms of entering new markets and rapidly scaling omniplatform advertising ecosystems. We have used those lessons to fine-tune our strategies and improve the results we generate for other clients.
90-day advertising performance
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Excellent
Based on 24 reviews
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Nahid
US
Apr 5th, 2023
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Verified
VNA was our top choice for partnering with due to their exceptional professionalism and transparency regarding their processes, timelines, and potential outcomes. Their team members are all highly conscientious and demonstrate a genuine interest in understanding the complexities of our industry. We were particularly impressed by their extensive knowledge and experience in construction PPC, which was evident from our initial meeting. Thanks to the campaigns they have developed and are managing, our office is now receiving numerous calls on a daily basis. We are truly amazed by the results!
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Excellent
Based on 24 reviews
Liliana Joseph
US
Nov 6th, 2022
Verified
They are very involved and really care about the outcome of their work. It's the first agency we've ever worked with that seems to do more than they're expected to. After 6 months of our partnership, they have managed to scale our cold ad spend 4x on Facebook and TikTok. CAC increased only by around 10-15%. Considering the scale, it's truly an incredible achievement. Moreover, I really like that they send everything for approval before running it. You can trust them with your advertising. PS: The only thing I would slightly improve is having 2 meetings per week during busy periods. Currently, we have a meeting once a week. :) But maybe it's just me.
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Excellent
Based on 24 reviews
Maya Serrano
US
Oct 29th, 2022
Verified
Our cooperation has been running very smoothly, they are always full of new ideas on how to grow our brand. It's palpable that they have worked with big companies, the level of expertise really surprised me. Numbers don't lie, our business is growing.
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Excellent
Based on 24 reviews
Isaiah Wood
US
Oct 23rd, 2022
Verified
My experience working with the whole team at Violet Neuron Agency is extremely positive. They really know the ropes - not only running successfully all of our ad channels, but advising us on many things like overall marketing strategy, conversion optimization, branding and many financial aspects. Certainly a priceless partnership.
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Excellent
Based on 24 reviews
Braxton Adkins
AU
Sep 24, 2022
Verified
I cannot say enough about how much they have helped us. Thanks to their marketing and business advice, we have successfully expanded our product line and grew our sales almost 3 times compared to the last year. It was a lot of work, but certainly worth it. Currently, they manage all of our paid channels - being responsible for almost 65% of our revenue. Long-overdue review, I recommend VNA to every e-com business.
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