Paid media paw-fection with creative testing and a reduction in nCPA of -60.8% for Years.com

The Brief

Years.com is a personalised, fresh dog food subscription brand providing our four-legged friends with breed specific tailored nutrition to help them live longer, happier lives. The DTC brand approached Target more than 12 months ago and together we co-created a brief as well as efficiency and growth-focused goals for our partnership:

1. Support in growing a community via Facebook Groups as a direct feedback and insights loop, to help inform the go-to-market strategy and customer acquisition tactics
2. Deliver new customers at a pre-agreed nCPA using paid media channels
3. Scale new customers/paid spend and diversify the channel mix, while maintaining a level of efficiency

Our Response

Customer feedback from the Years' V.I.D [Very Important Dogs] Facebook Group highlighted that the biggest barrier to purchase for many prospects was the need for people to be totally confident that their dog would love the food, before committing to the premium price-point and subscription model. We worked with the Years team to come up with an irresistible offer that alleviated the main point of friction for the consumer - a 7 day trial box for £3   We deployed the promotion and messaging along with a series of psychology-based, trend-led video creative as part of the Meta Ads strategy. Our paid media consultants have been savvy in their leveraging of Meta's ASC+ by relentlessly a/b testing creatives in manual campaigns, before deploying the winning creatives that score most highly for conversions, thumb stop ratio and hold rate into ASC+ The team have also tactically duplicated these creatives using Post ID, ensuring that the glowing social proof (i.e. comments and reactions) were retained in all campaigns. As part of our customer acquisition tactics, Target's paid media consultants are also running campaigns across TikTok Ads for incremental revenue, as well as Google Ads to capture demand using high intent, commercial search terms to ensure every pound is accountable for driving new customers.

Next Steps

Target's next mission is to continue scaling  Years.com whilst maintaining a profitable level of efficiency. Our team is currently working with the DTC brand on implementing a series of CRO advisories including:

• Reducing friction between product landing page and check out
• Testing bundling and gifting to improve value perception