The Challenge
What they were
struggling with.
Drive Trial Subscriptions
Generate qualified leads through exclusive discount codes and UTM tracking for measurable ROI on a subscription product.
Build Brand Awareness
Expand reach to dog owners seeking premium fresh food alternatives to traditional kibble in a highly competitive pet food market.
Establish Credibility
Leverage authentic influencer testimonials to build trust in PetPlate quality — new parents and pet owners are highly skeptical of new brands.
Our Strategy
What we did.
01
Research + Vetting
Analyzed 150+ dog-focused accounts. Evaluated engagement, audience quality and brand fit. Screened for fake followers. Personalized pitch to 85 creators.
02
Multi-Tier Approach
Combined macro, mid-tier and micro-influencers for balanced reach and engagement. Dog breed diversity ensured broader appeal.
03
Performance Tracking
UTM codes, unique discount codes per creator and weekly reporting. Each trial subscription attributed to a specific influencer.
Results
What we achieved.
→8,900+ website clicks through tracked links and swipe-ups
→1,050+ trial subscriptions with full attribution to influencers
→Engagement rate of 6.4% surpassed the 5% industry benchmark for pet brands
→Micro-influencers achieved 8.2% average engagement vs 5.6% for macro creators
Key Insight
Personal transformation stories and genuine dog reactions drove 45% of all trial subscriptions — far outperforming promotional content. TikTok content reached 2.3× more users under 35, while Instagram Stories drove 60% of website clicks. Micro-influencers consistently outperformed macro creators in conversion rate.
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