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Ocado & Sheba

A purr-fect match Targeting Pet Customers with Sheba

Challenge

Mars Petcare wanted to increase awareness and encourage consideration for their relatively niche Sheba range. Targeting cat owners for cat food products can be a complex challenge due to high brand loyalty and low conversion rates.

Solution

We were able to create highly targeted campaigns that resonate with cat lovers. Sheba combined channels for a full-funnel customer journey to target existing customers as well as drive acquisition Including content on:

  • Meta Paid Social Ads (Facebook and Instagram);
  • Order Cut Off Email;
  • Open Web Programmatic Ad (The Trade Desk).

Results

  • 25% reactivated and new-to-brand customers (customers exposed to the web ads who went on to purchase a Sheba SKU).
  • 459.06% ROAS (following a 30-Day Attribution Window).
  • Cash Sales +4.5% vs Prior Period.
  • Cash Sales from New Customers +45.1% vs Prior Period.