Just Food For Dogs Campaign Update
Campaign duration: October 24th - Feb 28th, 2025
Campaign Goals
1
Brand Awareness
Increase awareness of Just Food For Dogs among pet owners & conquest competing brands
2
Online Acquisition
Drive online sales and acquire new customers through an OmniChannel Campaign anchored by CTV
3
Offline Support
Support retail presence in major California markets.
Audience Targeting
1
Terrestrial Behavior
Active shoppers at retail locations selling Just Food For Dogs (last 30 days)
2
UPC Behavior
Purchased competitor brand product in last 30 days
3
Geo
Northern & Southern California
4
Household Income
Must be >$200k
Campaign Investment Snapshot
$833,065
Spend
10/24-2/28
Data Timetable
Campaign Reach Overview
20.52M
Impressions
(10/24-2/28)
4.42M
Unique Households
Competitor/Affinity Purchasers
$0.19
Overall Cost Per Household Reached
Reached (10/24-2/28)
Monthly Spend and Reach
Cost Per Household Reach By Month
Campaign Spend Distribution By Medium
Omni-Channel Return On Ad Spend Overview
1.6X
Campaign Omni-Channel ROAS
(Oct 24, 2024 - Jan 31, 2025)
$575,068
Total Ad Spend
(Oct 24, 2024 - Jan 31, 2025)
$915,013
Total Revenue
(Oct 24, 2024 - Jan 31, 2025)
$768,378
In-Store Revenue
(Oct 24, 2024 - Jan 31, 2025)
$146,635
E-Commerce Revenue
(Nov 6, 2024- Jan 31, 2025)
*February 2025 in-store revenue data not yet available
***E-commerce revenue tracking began November 6, 2025 when tracking pixels were implemented
Online Performance
In this section we'll explore key online metrics and insights across November, December, January & February.
Online Performance Overview
.30X
Campaign Omni-Channel ROAS
(Nov 6, 2024 - Feb 28, 2025)
$747,922
Total Ad Spend
(Nov 6, 2024 - Feb 28, 2025)
$217,210
E-Commerce Revenue
(Nov 6, 2024- Feb 28, 2025)
**E-commerce revenue tracking began November 6, 2025 when tracking pixels were implemented
CPG Attributed Online Orders - Subscription Vs OTP
Percentage Of Orders Driven
73%
Subscription Orders
1,046 orders
27%
One Time Purchase
378 orders
100%
Total Orders
1,424 Orders
Percentage Of Revenues Driven
73%
Subscription Revenue
$158,563.56
26%
One Time Purchase Revenue
$58,646.79
100%
Total Revenues
$217,210.35
Online Sales Data from Nov 6, 2024 - Feb 28, 2025
Online Revenue By Month
Monthly Website Performance Metrics Overview
Web Visit Conversion Rate
(Visits/Impressions)
- Nov: 0.38%
- Dec: 0.46%,
- *Jan: 1.24%
- Feb: 0.61%
Order Conversion Rate
(Conversions/visits)
- Nov: 0.95%
- Dec: 1.01%
- Jan: 1.23%
- Feb: 1.28%
*Reduced Impressions + Runoff conversions from prior months = higher conversion rate for January with downturned spend
Online CPA By Month
*Reduced Spend due to wildfires + Runoff conversions from prior months+Increased spend in Feb contributed to the spike in CPA from Jan to Feb. However the overall CPA trend is still significantly decreasing as the campaign becomes more efficient.
Early Campaign Efficiency Benchmark - Frequency Analysis By Month
November
6 Frequency
Households Reached: 928,452
Impressions: 5,677,904
Webvisits: 21,466
Conversions: 205
December
5 Frequency
Households Reached: 1,119,984
Impressions: 5,605,161
Website Visits: 25,540
Conversions: 259
January
4 Frequency
Households Reached: 808,988
Impressions: 3,135,795
Website Visits: 39,018
Conversions: 481
February
4 Frequency
Households Reached: 1,389,149
Impressions: 6,606,192
Website Visits: 37,285
Conversions: 479
Campaign Incrementality & AOV Comparison Methodology
Campaign Incrementality Overview
Incrementality
+91.27% increase in attributed orders compared to holdout group
Website Visits
3,862,337 visits, with 119,762 attributed to the campaign
Orders
23,999 total orders, with 1,424 attributed to the campaign
91.27%
11/6-2/28
Incrementality Methodology
Average Order Value Comparison
1
Non-Campaign Purchasers
Average order value: $140.49
2
Campaign-Attributed Purchasers
Average order value: $152.54
3
Increase
+8.6% higher revenue generated per order for campaign-attributed purchasers.
AOV Comparison Methodology
Initial California DMA Performance Analysis
Overview of digital marketing performance across California DMAs - Performance indexing
Top Performing DMAs
1.65
Los Angeles
Highest Performance Index
1.48
San Diego
Second-Highest Performer
DMAs At A Glance
Retail Arrivals By DMA
Retail Arrivals By Vendor - Top 4 DMAs
Los Angeles
San Francisco-Oakland-San Jose
Sacramento-Stockton-Modesto
San Diego
Updated Competitor Performance Analysis
Top Performer: Rachael Ray Nutrish
1.10
Performance Index
Rachael Ray Nutrish Food Buyers lead the pack
Performance Spectrum Competitor Comparison
Previous Through 1/12
All Time Through 2/28
Demographics & Brand Lift
In this section explore the initial data from the Lucid & UpWave Brand lift surveys.
Brand Lift Study Customer Journey Legend
1
2
3
4
5
1
Awareness (Aided Awareness UpWave)
Example Question: Which of the following brands of have you heard of? Please select all that apply.
2
Ad Recall
Example Question: Which of the following brands of fresh dog food have you seen advertised online or on television recently? Please select all that apply.
3
Consideration
Example Question: The next time you purchase fresh dog food, which product are you most likely to consider?
4
Purchase Intent
Example Question: Which of the following products are you intending to purchase in the next 3 month(s)? Select all that apply.
5
Favorability
Example Question: How would you describe your overall opinion of the following products?
Early Lucid Brand Lift Study Trends - Age Demographics
2.8% Lift
Awareness
65+ Demographic
Lucid
1% Lift
Ad Recall
65+ Demographic
Lucid
1% Lift
Favorability
65+ Demographic
Lucid
.8% Lift
Purchase Intent
35-44 Demographic
Lucid
1.7% Lift
Awareness
18-34 Demographic
Lucid
Early UpWave Brand Lift Study Trends - Age Demographics
1.41 Pts Lift
Ad Recall
65+ Demographic
UpWave
2.36 Pts Lift
Favorability
65+ Demographic
UpWave
1.83 Pts Lift
Favorability
55-64 Demographic
UpWave
2.02 Pts Lift
Ad Recall
55-64 Demographic
UpWave
2.43 Pts Lift
Favorability
45-54 Demographic
UpWave
1.64 Pts Lift
Aided Awareness
45-54 Demographic
UpWave
Early Lucid Brand Lift Study Trends - Frequency
5.5% Lift
Awareness
Frequency 10+ Exposures
Lucid
2.4% Lift
Purchase Intent
Frequency 10+ Exposures
Lucid
3.7% Lift
Favorability
Frequency 10+ Exposures
Lucid
1.1% Lift
Favorability
Frequency 1+ Exposures
Lucid
Early UpWave Brand Lift Study Trends - Household Size
2.98 Pts Lift
Ad Recall
"Just Myself" Household
UpWave
2.44 Pts Lift
Consideration
"Just Myself" Household
UpWave
Creative Snapshot & Optimization Recommendations
In this section explore a high level creative overview for the campaign's initial phase.
Audio Creative Performance Index
Prospecting Performance Index
Retargeting Performance Index
Recommendation: Optimize off 15 Sec audio spot from retargeting
Display Creative Performance Index
Recommendation: Optimize off 160×600 creative
CTV Creative Performance Index
Prospecting Performance Index
There is not enough data on the new creative yet - Recommend evaluating after March flight