A Remarkable Turnaround: Transforming Customer Acquisition for a Pets Challenger Brand


In the competitive world of pet products, standing out as a challenger brand can be both exhilarating and daunting. Our case study revolves around a Pets Challenger Brand that was navigating the customer acquisition landscape with a unique dilemma. The brand had been successfully acquiring customers for their $30 health chew product at a $30 Cost Per Acquisition (CPA). However, the need to explore new horizons and embrace more efficient marketing strategies led them to reevaluate their approach.

Goals: Reimagining CPA and Boosting Health Chew Adoption

The primary objective of the Pets Challenger Brand was twofold: to significantly reduce the Cost Per Acquisition, with a new CPA target below $20, and simultaneously increase the adoption rate of the brand’s health chew product. This dual challenge was not only about cutting down on marketing costs but also about enhancing the brand’s reach and resonance among potential customers.

Solution: Navigating Success with Amazon DSP and Precision Audience Targeting

To address this challenge, PointStory helped the Pets Challenger Brand take an innovative route by harnessing the power of the Amazon Demand-Side Platform (DSP).

The key to their success lay in crafting a precision-targeted strategy by identifying audiences that previously purchased a different product from the brand. This strategy helped them create a focused approach that resonated with existing customers who were already purchasing different products from the brand.

The brand’s marketing team worked diligently to analyze and categorize the buying behavior of consumers who had purchased previously from the brand. This insightful analysis allowed them to carve out segments of potential customers that were more likely to be interested in their health chew. With this wealth of information, they tailored their ad campaigns and messaging to address the specific needs and preferences of these audience segments.

Results: Exceeding Expectations with Astounding CPA Reduction

The results of this innovative approach were nothing short of remarkable. By leveraging Amazon DSP and strategically targeting audiences that had previously purchased a competitor’s product, the Pets Challenger Brand was able to achieve outstanding outcomes.

One of the most striking achievements was the substantial reduction in the Cost Per Acquisition. The brand was able to reduce the overall CPA to under $24, with the Cross-Sell CPA driving an impressive $8 CPA.

Beyond the numbers, the brand also witnessed a significant uptick in health chew product adoption. The targeted approach allowed them to create a connection with consumers who were genuinely interested in such products, leading to higher engagement and conversion rates.

Conclusion: Navigating Success Through Precision and Innovation

The journey of the Pets Challenger Brand exemplifies the power of innovative thinking and precision audience targeting in the realm of performance marketing. By exploring uncharted territory and tapping into Amazon DSP’s capabilities, the brand was able to not only cut down on marketing costs but also elevate their product adoption rates.

This case study serves as an inspiration for other challenger brands looking to redefine their customer acquisition strategies. It underscores the importance of understanding consumer behavior, embracing data-driven insights, and crafting tailored campaigns that resonate with specific audience segments. In a world where competition is fierce and marketing landscapes are ever-evolving, the Pets Challenger Brand’s success story shines as a beacon of effective performance marketing transformation.