Campaign Objective
The campaign aimed to convert first-time buyers by using benefit-led messaging, transparent product details, and consistent trust-building across digital platforms.
Target Audience
Our target audience includes first-time pet owners aged 25–40, health-conscious pet parents, and online shoppers interested in natural or Canadian-made pet products.
Campaign Focus
- Introduce the product visually and contextually to build awareness
- Highlight key benefits clearly to educate and build credibility
- Drive app downloads and purchases with a 15% first-time buyer incentive
Email Newsletter On Web
A product spotlight paired with a first-time buyer discount code designed to drive traffic and conversions. This touchpoint delivers value directly to the inbox with a clear call to action and a compelling reason to explore the app.
Email Newsletter On Mobile
Instagram Posts
A static post that showcases the product and highlights its key benefits. This format is meant to generate interest, educate the audience, and visually reinforce the value of the treat in a scroll-stopping format.
Instagram Stories
A series of short, engaging slides designed to build trust and drive action. One story focuses on educating viewers by spotlighting the natural ingredients and their health benefits, reinforcing transparency and product quality. The other features a first-time buyer discount code, using a direct call-to-action and swipe-up prompt to encourage conversions and spark immediate interest.
Projected Success Indicators
- +15% increase in app visits from newsletter click-throughs
- Conversion of new users via unique discount code usage
- Social engagement via saves, shares, and swipe-ups
Next Steps
As the campaign grows, future steps could include:
- Featuring user reviews post-launch
- Sharing UGC (user-generated content) with pets enjoying the product
- Introducing a retargeting email for cart abandoners
