Driving acquisition through brand marketing dog advice videos

tails.com

tails.com was founded in 2013, with innovation firmly at the core of what we do. We are the only brand in the UK who can provide truly tailor-made nutrition for dogs at affordable prices and at scale. And our aspirations for video content in 2021 were equally ambitious.

We wanted to build a content presence online that would truly cement tails.com as the experts in all things dog - raising our brand awareness in dog owners who don’t know us already, and reaffirming our expertise and building trust with those who do. From a standing start, we built a strategic, insight-led video content engine; making and distributing high-quality, useful and entertaining video on a large scale. Between March 2021 - June 2022, we generated 19.8 million views on YouTube at a CPV of £0.01. But we didn’t want to stop there. In addition to using content to drive awareness, we wanted to also find a way to prove our video’s effectiveness from a commercial perspective. So between January - May 2022 we set to work, creatively and collaboratively pooling resource and brain power across internal and agency teams to define a testing strategy and measurement framework that would allow us to do just that. Our innovative, collaborative approach was a huge success. We’re now able to invest in YouTube activity at scale, and drive new customer sign ups at a CPA of less than £50, inline with our other online direct response advertising channels.