Dog ID
How I reduced CAC by 65% while scaling to $951K revenue through multi-platform paid advertising
ACHIEVEMENTS AT A GLANCE
$31k → $951K
REVENUE
664k → 1.8M
Visitors
33K → 127K
SALES
CASE STUDY SUMMARY
Project Index
Executive Summary
As Social Media Specialist at Mojo Supermarket, I led a data-driven paid social strategy for DogID, optimizing audience engagement and creative performance to deliver a 379% ROAS, reduce CAC by 65%, and generate $951K in revenue.
PROJECT DETAILS
Duration: 6 months
Campaign Budget: $35,000
Target Platforms: • Meta: Dynamic Product Ads, Collection Ads, Story Ads • TikTok: Shop Ads, Spark Ads, Collection Ads • YouTube: TrueView, Discovery Ads
Tech Stack: Ad Management: Meta Ads Manager, TikTok Ads Manager, Google Ads Automation: Smartly.io Analytics: Triple Whale, Shopify, Google Analytics
Core Competencies: • Advanced Campaign Architecture • Dynamic Creative Optimization • Algorithmic Bid Optimization: • Attribution Modeling
01. CHALLENGE/OPPORTUNITY
CHALLENGE/OPPORTUNITY
DogID needed to scale its paid social presence profitably during peak seasonal competition, overcoming high CACs and fragmented audience strategies while maintaining its premium positioning.
INITIAL AUDIT REVEALED:
An audit highlighted the need for consistent creative messaging and effective audience segmentation. DogID required a cohesive strategy to streamline targeting and maximize campaign performance across platforms.
02. STRATEGY & APPROACH
STRATEGY
Platform Campaigns:
• Meta: Engaged top-of-funnel audiences, nurtured mid-funnel interest, and drove conversions through tailored targeting.
• TikTok: Focused on UGC and relatable narratives to enhance engagement and build trust.
• YouTube: Used sequential storytelling to guide audiences through the purchase funnel.
Budget Distribution:
• Meta (50%), TikTok (30%), YouTube (20%).
APPROACH
Creative Testing:
• Iteratively tested ad formats and messaging to uncover high-performing content.
Attribution Modeling:
• Refined cross-platform tracking to improve ROAS and identify audience preferences.
Automation:
• Developed bid rules informed by engagement trends to optimize ad delivery.
03. IMPLEMENTATION & EXECUTION
Performance
ADS
TIKTOK
Content Type: Spark Ads with UGC
Primary Focus: Brand Discovery and Conversion
Core Strategy: Used authentic customer stories to enhance relatability and inspire action.
Key Tactics:
• Highlighted relatable user experiences in shop catalogs to build trust.
• Crafted time-sensitive offers to drive immediate engagement.
• Optimized bids based on audience interests for maximum reach.
Paid
Social
META
Content Type: Paid Social Ads
Primary Focus: Retargeting and Conversion Optimization
Core Strategy: Scaled campaigns with tailored messaging and dynamic creative testing.
Key Tactics:
• Created visually engaging ads aligned with audience preferences.
• Automated scheduling to maximize performance during high-intent hours.
• Retargeted audiences with personalized product recommendations.
Direct
Response
YOUTUBE
Content Type: Paid Social Ads
Primary Focus: Retargeting and Conversion Optimization
Core Strategy: Scaled campaigns with tailored messaging and dynamic creative testing.
Key Tactics:
• Created visually engaging ads aligned with audience preferences.
• Automated scheduling to maximize performance during high-intent hours.
• Retargeted audiences with personalized product recommendations.
04. RESULTS & IMPACT
Revenue Growth
Sales Volume
Traffic Growth
Traffic Growth
Returning Customers
STRATEGIC WINS
Cost Efficiency:
• Reduced CAC by 65% through optimized targeting and streamlined campaign architecture.
Creative Effectiveness:
• Relatable customer stories and tailored messaging increased CTR by 48%.
Conversion Success:
• Achieved an 8.5% conversion rate on TikTok Shop.
IMPACT
Customer Loyalty:
• Increased returning customer rates by 66% through consistent and engaging content.
Revenue Growth:
• Generated $951K in revenue, showcasing scalable success.
Brand Awareness:
• Expanded reach and visibility across all platforms, driving long-term growth.
