Need to Know
- Canada Pooch leveraged a new channel strategy by utilizing Pinterest during the BFCM season, which resulted in ROAs over 1.75x for the new channel.
- Overall, Canada Pooch saw impressive ROAs of 2.52x during the Black Friday and Cyber Monday weekend.
Canada Pooch offers functional and fashionable pet apparel that brings pet owners and their four-legged companions together.
After a successful 2020, Canada Pooch anticipated outperforming their 2020 Black Friday and Cyber Monday season. Northern helped diversify Canada Pooch’s mix to new channels and implemented additional formats to help propel growth across all markets. The results led to the most successful Black Friday and Cyber Monday in brand history.
Functional pet apparel is a new industry, and Canada Pooch needed to create awareness and demand for their product. Canada Pooch wanted to reach new customers and increase conversions while lowering customer acquisition costs. To achieve their goals, they partnered with the team at Northern to help them find new customers using Facebook as their primary platform.
Northern aimed to build Canada Pooch’s brand audience quickly, to take a targeted approach to achieve brand awareness before BFCM promotions began. To generate brand awareness ahead of BFCM, the team launched awareness campaigns starting in September utilizing the Pinterest, YouTube, and Facebook platforms. Pinterest, a new channel for the brand, was an essential part of the paid media strategy, as Pinners plan holidays earlier than anyone. The searches of Pinterest users index higher than leading search engines leading up to peak periods.
Following the brand awareness campaigns, Northern launched personalization campaigns in October across multiple multi-channel touch points (Facebook, Pinterest, Youtube, and Google Search/Shopping) to create a stronger brand connection and greater conversions for BFCM promotions. This strategy nurtured potential customers, having them consider purchasing from the brand before the crucial Black Friday and Cyber Monday shopping period.