Case Study: Brand Building and Lead Generation for Pet Brand

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March 31, 2024

Case Studies

Building a brand from scratch is always fun. Despite being one of the hardest things to do, brand building allows digital marketers like me to gain a lot of experience. Every new job is a learning opportunity, and this one is no different. Here’s a brief case study of my experience in working with “Paws in my Backyard” – a pet-themed brand that sells merchandise online.

The Challenge

Like any other brand when you are starting for the first time, visibility is the biggest challenge for this store. Not only did it not have any online presence, but it also did not have a working business model that generated a steady revenue.

The first challenge here is to improve the online presence of this brand and gain followers who would ultimately turn into customers. Before we focus on bringing in customers, we need to add credibility to this page. This is possible only if you have a substantial number of followers or customer reviews. Since we were too early for customer reviews, we needed followers immediately.

When you want to build a page from scratch, you need to generate a lot of organic content to indicate that this is indeed a functioning brand. We also needed to generate followers for this page, since the page is starting from a literal zero. On Facebook and Instagram, it is foolish to believe that we can boost our page only through organic posts. So, we knew we had to adapt a combination of both organic and paid ad strategies.

On Facebook and Instagram, it is foolish to believe that we can boost our page only through organic posts. So, we knew we had to adapt a combination of both organic and paid ad strategies.

- Vision Front

The Solution

I took up the content creation strategy for this brand and generated about 15 to 20 posts. This included a combination of image posts, videos, and texts. Most of these posts were AI-generated with a focus on what potential customers would find informative.

Once the page started to look legitimate with a lot of original content, I decided it was time to run a follower ad campaign. I created an engagement ad campaign on Meta Ads Manager and started with a daily budget of just $10 per day.

This is a simple creative with a focus on pets. The ads were set to target pet lovers across the world. With a total budget of just a little over $100, we managed to gain about 1300 followers within a week. This was remarkable considering the low budget spent on the campaign.

Having at least 1,000 followers is crucial for businesses that are just starting. This gives the page credibility among potential customers. Imagine you are thinking about buying something from an online brand, a page with just 25 followers is an instant red flag. This is perceived as an unreliable brand that can’t gain followership.

This is why a follower campaign is essential for all brands when they are just starting. Once the page is up and running, you can leverage new content and customer reviews to gain more followers.

Lead Generation

The client also wanted to build a list of email subscribers to promote their products through a weekly newsletter. This newsletter focuses on providing general information about pet ownership and managing the challenges of being a pet parent.

While organic subscription through email opt-in is still a viable option, it would take a painfully long time to get the desired number of subscribers. The answer once again lies in Meta Ads. Facebook ads (both Facebook and Instagram) are ideal for promoting services or products that offer a visual appeal to the target audience.

In this case, we decided to go with a free eBook on pet training to start our email subscription process. It was a simple eBook that we put together with content curated by the client’s team. It provided a few simple tips on dog training. This is a free product that would interest a new pet owner.

This is a visually appealing ad creative that I created for this campaign. It provided details on what to expect from the training guide. Most importantly, the ad text as well as the image here highlighted the fact that this eBook is free. This generated a lot of link clicks, and we managed to generate over 280 leads from this campaign alone.

Again, the spending was considerably low since this is a free giveaway campaign. The total ad spending was just about $120, and it gave us a solid list of 280 email IDs from dog lovers in the United States.

Lead generation is always a tricky process. What worked for one business may not always work for others. With solid experience in running ads and generating leads, I’ve managed to gain similar leads for businesses across the world.

Start Your Digital Journey With Us

As a lifelong content creator and digital marketer, I’ve handled several projects with a focus on boosting online presence. My team and I have experience in providing small businesses with the assistance they need in marketing their solutions. This case study is a testament to our skills in content creation, Meta ads, lead generation, and more.

If you need a trusted marketer by your side on your digital journey, feel free to reach out to us. Let’s start with a no-obligation call on how our services can make your business better. We can provide you a marketing strategy for less than $500 per month.

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Case Studies