This was the creative strategy that allowed us to scale Pet Food Australia.
Strategy #1: UGC Content
Pet Food Australia runs a Facebook group where pet owners share their success stories and concerns about the health of their pets. The group is filled with testimonials, pictures and videos that were very useful when creating content.
By using user-generated content (UGC), we would be coherent with our stance against big corporations and supermarket food and showed that this food was made with the pet’s wellbeing in mind. Prospects saw how this brand was changing the lives of people like them, and all the social proof added to increase conversions.
Instead of trying to talk endlessly about the product features, we focused on moving stories from buyers and speaking directly to their pain points and concerns. This mirroring of their language and thoughts created an emotional connection to the brand.
However, just using UGC was not enough. We had to organize this content with conversion principles in order to scale.
Strategy #2: Conversion Principles
When we came in the creatives used were lacking many conversion principles. For example, they did not include a call to action (CTA).
We organized all videos according to our tried and true formula:
2. USP’s (Unique Selling Proposition)
3. Social Proof Testimonials (User Generated)
4. Objection Blocking
Having a formulaic approach to content allowed us to rapidly-produce a lot of videos and test many angles. We found various winning creatives with this type of results:
- Spending $61.585 on a video with an average of 2.07X ROAS.
- Spending $48.264 on a carousel with an average of 3.81X ROAS.
- Spending $25,113 on a reel with an average of 3.63X ROAS.
This collection of high-performing creatives allowed us to simplify the media buying strategy.
Strategy #3: Creative Targeting
With all the iOS14 changes, interest targeting on the ad manager became more and more difficult. This is why creative production played around 70% of the success of this client.
We tested broad targeting with dynamic ads where we let the creative speak and be the targeting itself. By using very clear hooks and angles that spoke directly to their ideal avatar, we cut through the noise and were able to scale these ads.
Some example of this is the use of quotes and headlines that quickly summarized the benefits of the products. Content needed to use Australian slang because most of their customers are people over 30 in suburb areas in Australia, with a big family and who cared a lot about their pets.
Phrases like “Your pup’s paws will go MAD for this food!” or “Within 5 days allergies stopped” proved to be strong hooks after a lot of research and experimentation.