We built a full-funnel campaign strategy from scratch — pairing medical trust with emotional storytelling, focused on high-intent cat parents in Tier 1 & 2 cities.

Here’s how we approached it:

Positioning the Product: Framed Clumsy Bumsy as the India's first fresh diet for cats — a disruptive solution for cat parents frustrated with traditional kibble and low nutrition wet diets.

Content Funnel Buildout: Created a layered content strategy:

Top-of-funnel (Awareness): Reels and static content highlighting common problems  and misconceptions around cat diets

Mid-funnel (Consideration): Explainer videos, pet parent testimonials, and nutritionist-backed education around food formulation

Bottom-of-funnel (Conversion): Performance ads with strong hooks, objection-handling, and product benefits + retargeting creatives

Community-Centric Tone: Crafted all communication to speak to emotionally-invested, highly-research-oriented cat parents — not just "buyers"

Ad Framework & Targeting: Used interest layering and first-party data to test audiences most likely to convert, while keeping CACs controlled

Visual Language: Designed every piece of content to strike a balance between nutritional credibility and warmth — avoiding cold, brand-like visuals