TropiClean
Digital Campaign Case Study
Digital Strategy + Promotion + Social Media Marketing
The Challenge:
In a highly competitive pet care market, TropiClean aimed to increase sales and solidify its position as a leader in pet oral care. The primary challenge was to navigate through the crowded digital space, where big players like Chewy.com were driving up advertising costs, particularly on platforms like Google. Another significant challenge was the lack of last-click ROI data from Amazon, necessitating innovative approaches to track campaign performance.
Initial Approach
Leveraged Google Search Ads and Amazon Marketing Services, focusing on Sponsored Products and Headline Search Ads.
Strategic Shift
Due to high competition and costs on Google, the strategy pivoted to include Facebook Ads, aiming for cost-effective conversions and broader engagement.
Optimization
Continuous analysis led to strategic budget allocations and campaign refinements, focusing on areas with the most significant impact like Oral Care and Supplements.
The campaign led to a 24.9% increase in unit sales and a 39.3% increase in sales revenue year-over-year.
Results & Takeaways
Strategic Flexibility: The campaign demonstrated the importance of adaptability in digital marketing strategies. Initially focused on Google and Amazon Marketing Services, the team shifted to include Facebook Ads when faced with high competition and costs.
Audience Targeting: Focusing on a specific audience – pet owners interested in specialty products – was crucial for the campaign’s success. This targeted approach led to more strategic ad spends and higher quality conversions.
Platform-Specific Success:
Google Ads: Achieved a 303% increase in clicks, halved the cost per click, and doubled the click-through rate.
Amazon Marketing Services: Notably increased clicks with efficient ad spend across different product categories.
Facebook: Generated approximately 20,000 clicks at less than $0.50 per click, which was lower than industry standards.
Market Positioning: TropiClean solidified its presence in the pet oral care space, moving towards its goal of being recognized as the “complete oral care line.”
This case study illustrates the dynamic nature of digital marketing and the need for agility in strategy execution. TropiClean’s campaign underscores our expertise in navigating complex digital landscapes and achieving tangible results, even in highly competitive markets.