1️⃣ Initial Strategy & Market Understanding

To kick off the campaign, I conducted deep market and product research. Pet owners are emotionally driven buyers, so it was essential to:

• Understand pet parent behavior and shopping triggers
  
• Identify high-demand product categories (toys, collars, feeders, grooming, etc.)
  
• Align messaging with the emotional connection between pets and their owners
  
  

I developed a value-focused campaign that emphasized both practicality and love for pets.

2️⃣ Audience Targeting Strategy

I segmented the audience based on behavior, interest, and intent across Facebook & Instagram:

• Interests: dogs, cats, pet care, pet lovers, chewy.com, pet grooming, pet fashion
  
• Behaviors: frequent online shoppers, pet supply buyers, engaged shoppers
  
• Custom Audiences: website visitors, add-to-cart users, email subscribers
  
• Lookalikes: built from recent purchasers, social engagers, and newsletter signups
  
  

This layered targeting allowed me to reach both new buyers and high-converting warm audiences.

3️⃣ Full-Funnel Campaign Structure

I set up a three-phase conversion funnel using Campaign Budget Optimization (CBO) for efficiency:

• Top of Funnel (TOF): Created buzz using adorable product demo videos and lifestyle reels
  
• Middle of Funnel (MOF): Re-engaged TOF visitors with UGC, reviews, and carousels featuring bestsellers
  
• Bottom of Funnel (BOF): Targeted cart abandoners and high-intent visitors with urgency-based offers and social proof
  
  

I also ran catalog sales (DPA) to show personalized product suggestions based on user behavior.

4️⃣ Creative Approach & Messaging

In the pet space, emotion and visuals are everything. So I used:

• Heartwarming video ads of pets using the products
  
• Before/after results (e.g., shedding brushes, pet beds, feeding tools)
  
• Testimonial graphics with pet owner quotes
  
• Copy themes:
  
  
  • “Because They Deserve the Best”
    
  • “Pet Happiness Delivered”
    
  • “Tail-Wagging Deals Just for You”
    
    

I also integrated seasonal creatives (e.g., Winter Warmth Collection, Summer Cooling Accessories) to keep engagement fresh.

5️⃣ Tracking & Conversion Setup

To ensure optimized delivery and data accuracy:

• Installed Meta Pixel for tracking all key events (ViewContent, ATC, InitiateCheckout, Purchase)
  
• Integrated Conversions API to minimize data loss
  
• Used product catalog sync for dynamic retargeting and cross-sell opportunities
  
  

6️⃣ Optimization & Scaling

I actively managed and scaled the campaign through data-driven decisions:

• Daily optimization: killed underperformers, increased budget on high-ROAS ad sets
  
• A/B tested: creatives, ad copy hooks, CTAs, and formats (reels vs. static vs. carousel)
  
• Scaled horizontally by duplicating winners into new lookalike and interest stacks
  
• Creative refreshes weekly to prevent ad fatigue and sustain performance
  
  

7️⃣ Conversion Boosters & Offer Strategy

To drive even more sales and boost AOV:

• Launched limited-time offers (“Buy 2, Get 1 Free,” “Free Shipping on Orders $50+”)
  
• Added bundles for multi-product categories
  
• Showcased customer stories and pet transformations
  
• Used urgency tactics like countdown timers, “almost sold out,” and social proof elements
  
  

✅ Final Results

Through emotional appeal, clear product value, strategic retargeting, and irresistible offers, this campaign drove amazing results:

• Total Ad Spend: $15,672.90
  
• Revenue Generated: $339,215.65
  
• ROI: Over 21x
  
  

Outcome: Massive sales, strong brand recall among pet lovers, and a scalable system for long-term growth