VeggiePets is a pioneer in vegan pet nutrition, offering a wide range of 100% plant-based, cruelty-free meals, treats, and supplements for dogs and cats. With over 20 years of expertise, VeggiePets is trusted by pet owners who want healthier, ethical, and sustainable choices for their animals.
The Challenge
Despite strong brand recognition in niche markets, VeggiePets faced challenges scaling awareness and conversions through social media:
- Limited visibility beyond core vegan/ethical audiences
- Creative that resonated with existing customers but wasn’t optimised for acquisition
- Difficulty in communicating nutritional completeness and health benefits in short-form ad formats
- Highly competitive paid media space with large pet food brands dominating attention
In addition, the brand needed to overcome certain perception barriers.
While loyal customers were already convinced of the benefits of plant-based pet food, broader audiences often had concerns about quality, taste, and whether such diets could meet their pets’ nutritional needs.
Educating new prospects required a balance of trust-building content and eye-catching creative that could quickly convey reassurance in a crowded social feed.
The Solution
To drive growth, VeggiePets launched a refreshed paid social media campaign strategy with a focus on performance-driven creative. Key steps included:
- Audience Expansion: Testing new audience segments beyond vegan households, including health-conscious pet owners, sustainability-minded consumers, and wider defined audiences.
- Creative Optimisation: Developing a suite of ad formats (carousel, video, lifestyle imagery) highlighting the premium quality, health benefits, and ethical values of the product.
- Messaging Framework: Clear, benefit-led messaging balancing science (“nutritionally complete, backed by vets”) with emotion (“loved by pets, kinder for the planet”).
- Testing & Iteration: Structured A/B testing to identify top-performing creative and copy combinations. Stopping underperforming campaign and building on winning tests.
- Conversion Focus: Directing traffic to dedicated landing pages for key ranges to streamline the customer journey.
Results
In just three months, the new paid social strategy delivered transformative growth. Revenue grew by 247%, powered by creative that cut through the noise and connected with new audiences. At the same time, ROAS more than doubled, up 113%, showing that campaigns weren’t just bigger – they were smarter and more profitable.
Conversions also leapt by nearly 80%, a clear sign that prospects were moving from curiosity to commitment. Most impressively, the cost per acquisition fell by almost 10%, proving that VeggiePets.com could scale faster while spending less to win each new customer.
