CASE STUDY
Adams
Building Awareness for Flea and Tick Products
141%
Lift in Awareness
261%
Over Goal CTR
1.22%
Pre-Roll CTR
Objective
Adams Petcare partnered with AUDIENCEX to develop and execute a multi-channel campaign designed to generate awareness for its flea and tick products. The primary objectives were:
- Achieve a 0.1% CTR for campaign assets.
- Deliver a video completion rate exceeding the industry average.
- Drive measurable brand awareness and engagement among pet owners.
Strategy
AUDIENCEX implemented a multi-channel advertising strategy that targeted pet owners aged 18–45, focusing on those who shopped online with competitors of Adams Petcare. Key components of the strategy included:
- Programmatic Video Placements: Strategically positioned video ads across premium digital platforms to ensure high visibility and engagement.
- Mobile and Desktop Display Ads: Delivered targeted ads across devices, maximizing reach and accessibility.
- Facebook Ads: Engaged audiences on social media with compelling content tailored to pet owners’ interests and behaviors.
This omnichannel approach ensured that Adams Petcare reached its target audience with consistent and engaging messaging, driving both awareness and action.
Tactics
- Behavioral Targeting: Focused on pet owners who demonstrated online behaviors indicative of purchasing flea and tick products, including browsing competitor sites.
- Cross-Device Optimization: Deployed ads across mobile and desktop devices to engage users on their preferred platforms.
- Video Pre-Roll Ads: Leveraged high-impact pre-roll video placements to capture audience attention and drive video completions.
- Performance Tracking and Optimization: Continuously monitored campaign metrics, optimizing ad placements and creative elements to maximize results.
Results
The campaign significantly outperformed expectations, delivering exceptional outcomes:
- Achieved a 141% lift in awareness, demonstrating the campaign’s success in reaching and resonating with the target audience.
- Exceeded the CTR goal by 261%, reflecting strong audience engagement with the ads.
- Delivered an impressive pre-roll CTR of 1.215%, far above industry benchmarks.
By combining strategic audience targeting, multi-channel delivery, and engaging creative, AUDIENCEX successfully positioned Adams Petcare as a trusted choice for flea and tick solutions, driving both brand awareness and measurable engagement.