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Why Aura?
Bella & Duke are the leading pet food subscription company in the UK, creating meal plans specific to your pet's needs. Historically the business performed well on paid social but post IOS-14 struggled to manage growing acquisition costs. A shift in strategy was needed, less technical & more creative in order to optimise in a post IOS-14 world.
Our approach
Given the concerns around CAC, we knew our approach had to be centred around creative testing in order to determine exactly which mix of asset & messaging was going to drive the most profit.
Over a 3 month period, we produced and tested a wide variety of assets covering asset type, messaging, offer, pet breed and copy. We uncovered that featuring Daschunds’ in our video and static ad creative resulted in a higher outbound CTR, stronger conversion rate and ultimately lower CAC. We also uncovered a strong acquisition offer and static combination that drove lower acquisition costs in our retargeting activity.
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In a short period of time we were able to find a winning combination that drove a 24% increase in outbound CTR and a 50% reduction in CAC, allowing us to increase ad spend and sales volume as a result.
