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Annie's Pantry
Annie’s Pantry had great branding but inconsistent sales. They were running broad ads with no defined funnel, creative testing, or audience segmentation.
The Problem
How we took them to..
80%
more new customers acquired
60%
drop in Crepeat purchase rate
14x
average ROAS monthly
Our Approach
We built a multi-pronged campaign strategy focused on new customer acquisition while maintaining high ROAS:
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Audience Reset
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Excluded all past customers from targeting
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Launched campaigns exclusively for fresh customer acquisition
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Content That Educates + Converts
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Created bold, premium-feel creatives that:
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Educated pet parents on the problems with conventional kibble
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Showcased real, preservative-free ingredients
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Drove urgency with clear CTAs
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SEO to Support Paid Growth
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Added SEO-optimized educational blogs around raw feeding
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Ensured website visitors had context, clarity, and trust
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Creative Funnel Structuring
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Awareness: Challenged current feeding habits
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Consideration: Built trust through transparency
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Conversion: Repeated CTAs + irresistible product visuals
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What We Did
1.
New customer acquisition grew from 1–2/month to 10–12/week
2.
CAC dropped to SGD 40–50 — exactly on target
3.
60%+ repeat rate from newly acquired customers
4.
ROAS maintained despite a sharper acquisition focus