Industry
Pet Health and Wellness
Challenge
The business struggled to scale sales and achieve consistent growth due to unclear messaging and an undefined profitable Cost Per Acquisition (CPA).
Strategy
The strategy drove scalable growth by refining ThunderShirt’s buyer personas and messaging to clearly communicate its anxiety-relief benefits, using warm-audience retargeting to maximize conversion rates and establishing precise target CACs to safely scale campaigns using Bid and Cost Caps.
Key Product
Pet Calming Products
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The Overview
Year: 2020 - 2021
Senior Media Buyer, ThunderShirt Account
As a Senior Media Buyer for ThunderShirt at a U.S.-based marketing agency, I worked to increase sales on Meta platforms. Although ThunderShirt was a market pioneer, it faced challenges with messaging clarity and consistent growth.
Key Challenges
- Challenges with messaging and consistent growth
- Struggling to increase sales and scale
- Identifying the most profitable CPA
Performances Enhancements
Initial Metrics:
- Ad Spend: $24,105
- Revenue: $27,967
- CPA: $60
Enhanced Metrics Post-Implementation:
- Ad Spend: $78,369
- Revenue: $167,509
- CPA: $39
Tripling ad spend while cutting CPA by 35% unlocked exponential scale—taking monthly revenue from $28K to over $167K.
The Strategy
Meta Ads:
- Focused on defining and refining ThunderShirt's buyer persona, clarifying messaging to effectively convey the product’s anxiety-reducing benefits for pets. Early campaigns highlighted a need to better communicate this value, so we iterated with targeted language to resonate with potential buyers.
- Established optimal CAC to inform precise Bid Cap and Cost Cap settings, facilitating effective scaling.
- Leveraged warm audiences with tailored messaging, amplifying engagement and driving conversions.
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