Kavee Cages Case Study

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The Challenge

The Challenge

Kavee Cages is an eCommerce brand in the pet industry, selling top of the range C&C cages, liners and accessories. Having noticed a gap in the market, Kavee Cages launched their range of products to address the common issues that standard cages pose – the mess, frequently not being large enough for pets, and the lack of customisation options. Their reusable liners and customisable cages have driven an incredible level of success since their launch and won the Pet Industry Federation Awards in 2021.

They approached The Good Marketer in order to expand the success of their existing Facebook campaigns by increasing their brand awareness and taking up more space in the competitive pet industry.

We identified several challenges during our initial analysis, which would inform our strategy:

Top of the funnel campaigns that lacked audience refinement and segmentation

A large quantity of data that was not valuable for further targeting optimisations as a result Lacking full-funnel campaigns, with little to no strategy for the middle or bottom of the funnel audiences, which meant a lot of revenue was being lost

A need to improve the conversion value for current ads without exceeding the pre-existing cost per conversion

Solution

When we began working with Kavee Cages, they already had existing campaigns that were running, which covered the UK, US, France and Germany. We started by focusing on UK and US campaigns due to having more demand in these territories. We launched a new audience segmentation strategy which enabled us to find winning audiences, putting us in a better position to grow the account and scale the budget.

One of the main challenges that became apparent was supplier issues during the latter stages of 2020 and into 2021, such that they had to stop advertising for a while stocks were replenished. This put on hold our campaign efforts while products became available again.

However, this gave us a key period of time in order to build an understanding of who their in-market audiences were and to research suitable new audiences in order to expand the reach and visibility of Kavee Cages.

To drive Top of Funnel traffic, we conducted audience research and created audiences which targeted specific pet interests who had never heard of Kavee Cages before. We identified existing competitors and how they were taking up space in the market in order to inform our top of the funnel strategy.

This time also allowed us to discover various other opportunities for marketing while Kavee Cages could not advertise – utilising Facebook Groups and related pages, for example, and suggesting that building awareness through organic content would allow us to later drive a retargeting campaign to users who’d engaged with this content on related pages.

As Kavee Cages were able to advertise again in mid-2021, we focused on our top of the funnel campaigns to drive awareness after this period of low activity. Our target audiences included users with guinea pigs and those with relevant interests in pet care and pet brands around the country.

We rewrote ad copy for the existing UK and US campaigns and also created new copy for the new audiences that we wanted to test. This focused on highlighting the USPs of Kavee Cages as selling the largest selection of cages available, the unique design of the C&C cages compared to regular cages, and their status as bespoke, high-quality products with pet well-being at the heart of their design.

We targeted Lookalikes of Past Purchasers for the US campaign as this was previously not being capitalised on, and we also expanded the UK top of the funnel audience to include those with relevant interests in Rabbits in order to reach in-market pet owners as a new audience. As a result, the increased reach drove a 70% increase in purchases and 60% increase in revenue.

After communication with the client, we decided to expand the ad sets that were targeting related brands at the top of the funnel to incorporate relevant pet brands from the UK and US where appropriate in order to increase the competitiveness of Kavee’s ads in line with their most direct competitors.

Once the brand awareness campaigns were running and delivering positive results, we turned to building out our full-funnel approach, which was initially agreed upon as a good strategy with the client before they had to pause their advertising. We built out the middle and bottom of the funnel copy to target social page engagers and website visitors, as well as add to carts.

We also identified through creative analysis that the best-performing ad creative was lifestyle shoots, so we ensured that all our engaging social copy was supported by the creative most likely to convert.

By proactively changing our ads to suit the data that was being driven by our campaigns and capitalising on previously untargeted top of the funnel audiences, we were able to generate an average ROAS for top of the funnel campaigns of 18.72 from June to November 2021.

The Results

Throughout our partnership, we:

Retargeted the newly generated traffic acquired from our Top of the Funnel campaigns with product specific, high intent ads, and increased the overall performance of the campaigns themselves in a new funnel targeting strategy capitalising on website visitors and add to cart audiences.

As our main goal was to increase the Conversion Value generated by the ads, at a competitive cost, we ensured that our average Cost per Result did not exceed the target KPI of €10 per campaign.

Achieved an overall Cost per Result of €8 across our campaigns

Drove a significant increase to the overall Website Conversion Value for both UK and US Top of the Funnel campaigns during June - November 2021

Drove an Average ROAS of 21 across the campaigns

Achieved an Average Bottom of the Funnel ROAS of 25Achieved an Average Top of the Funnel ROAS of 18.72

Drove 116% more Purchases from Top of the Funnel US campaigns