Pet Central Product Launch Campaign

client

Pet Central

role

Launch Campaign

recognition

year

2024

launch project

Objective

To create a go-to-market strategy and launch campaign for a new web application and launch it across 5 different channels in 2.5 weeks.

What we did

Created the experiment hypothesis
Refined the GTM strategy
Created a short strategy for each channel targeted
Created marketing collateral including static content and video content
Edited content and creative
Created ad creatives
Setup ad campaigns, including multiple A/B tests
Created x3 landing pages
Setup analytics triggers for Meta and Google Analytics
Created x2 lead magnets (a functioning calculator and guide PDF whitepaper)
Setup analytics on lead magnets
Setup funnel for each channel and linked to the CRM
Created automation for all submissions to be auto added to CRM
Executed campaign end-to-end
Optimised campaign during flight
Created report and analysed results

And... How Did We Do It?

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1. Create a Go-To-Market Strategy

This strategy was an omni-channel approach, targeting in person activations, digital media and partnerships with experts in the community. The strategy outlined all the details for each channel and how it would all work together with timelines, creative direction and approaches per channel, all driving toward our main goal of a successful launch.

All in all, we had 5-7 channels we were going to execute over, and now it was time to start creating the campaigns.

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2. Understand our assumptions and what we wanted to A/B test

We mapped out which assumptions were baked into the campaign and created different tests to validate or invalidate them before we doubled down on those channels.

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3. Create the creative

With a tight deadline, we managed to create all the video content, ad creatives, landing pages, copy, campaign setup, analytics, funnels and marketing automations in less than 2 weeks

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Results

Campaign was delivered within 2 weeks. This is an active campaign... Results still to come

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