FOR THE LOVE
OF CATS

We are increasingly looking to replace consumer items with sustainable alternatives and pet ownership is no exception. In this case study we highlight our work with Lovebug, an innovative D2C brand that uses insect protein in it’s sustainable dry cat food.

Using analytics and Hotjar data we established that improving the mobile experience and enabling the purchase of multiple variants (bundles) would be the best route to increasing sales revenue.

To do this we created discounts on those multipack purchases, providing incentives via scaled discounts to increase average order values. We then set about designing and developing new a product page to allow customers on desktop and mobile to seamlessly switch between single purchase and subscription buying.

Cat come in all shapes and sizes and with this comes different levels of food consumption. To help new customers understand how far 1kg of Lovebug goes, we built a cat food calculator.

Users can simply enter the cat’s size and a subscription plan would be created – ready to add to their basket.

Growth marketing is underpinned by the ability to tracking to track user purchases and media spend effectively.

We started by implementing single purchase vs. subscription tracking via bespoke reporting dashboards to monitor the effectiveness of creative aimed at multiple audience groups of cat owners.

Many pet owners are aware of their carbon footprints and the implications of this with pet ownership.

With insect based cat food being a relatively new concept new customer adverts were created to educate cat owners on the benefits of Lovebug.

When it comes to sustainable pet food, customers will ask themselves two questions, (1) will it meet my cats nutritional needs? (2) how this better for the planet than my cats current food?

Creating Facebook adverts that draw upon the input of vets and science aim to address both consumer questions.

Users actively looking for ‘sustainability pet food alternatives’ are likely to be in Lovebug.

Tribe Digital ran paid search campaigns targeting the decided, traditional search queries and pet owners looking for subscription services.