Canidae

2022

Paid SocialOrganic SocialPaid SearchYouTube

Campaign Overview

Canidae Sustain — Full-Funnel Launch & Always-On Performance

Launched and scaled Canidae's Sustain line — a plant-forward, sustainability-led range of dry food, wet food, jerky treats, pâté, and bone-broth toppers — through a full-funnel media program. Work spanned paid social prospecting and retargeting, organic social storytelling on @canidaepetfood, brand and non-brand paid search, YouTube video, Native, CTV, and retail-media activations at PetSmart (US & Canada) and Amazon.

Where It Ran

Media mix

✓Paid Social — Facebook & Instagram (Prospecting + Retargeting)
✓Organic Social — Instagram @canidaepetfood
✓Paid Search — Brand + Non-Brand + Conquesting
✓YouTube — TrueView Reach + Bumper Ads
✓Native — Nativo
✓CTV — Pluto TV, Crackle (Seattle, Nashville, Minneapolis-St. Paul)
✓Retail Media — PetSmart US & Canada, Amazon

Performance Results

Measured business impact

+55%

YoY lift in POS units per media dollar spent

6.5%

Retargeting CTR at $0.83 CPC — well below the $1–$3 industry avg

+42%

Brand search CTR after keyword restructure

99%

Brand impression share (up from 84% pre-optimization)

Source: January Digital weekly performance reports (11.21.21 – 12.25.21).

Creative Wins

What broke through

+160%

CTR lift on 'Canidae vs. Others' creative WoW

+476%

Impression growth on the top-performing Sustain ad WoW

88–92%

YouTube 100% completion rate on 'World of Goodness'

124s

Avg. time-on-content on Native — vs. 35s pet-category benchmark

"PCR Sustain Bags" was the top-performing static across Premium Food and Eco-Friendly ad groups — lowest bounce rate, highest CTR, and 62% of ad-group sessions. The "World of Goodness" video launched into Seattle, Nashville, and Minneapolis-St. Paul on YouTube and CTV with 88–92% 100%-completion across every audience segment.

My Role

Paid media lead

✓Managed all paid social and paid search across Facebook, Instagram, Google, and YouTube
✓Handled day-to-day performance, optimization, and in-platform reporting
✓Acted as the main client point of contact and fully led the account
✓Bore full responsibility for revenue growth on the paid media business
✓Translated paid media insights into creative direction for the client's internal creative team

Creative

Sustain launch assets

Canidae Sustain — 30% off at PetSmart — Organic & Paid Social — 30SUSTAIN Promo × PetSmart

Canidae Sustain full product lineup — Organic & Paid Social — Full Sustain Lineup Reveal

Organic Social — Sustain Video Creative

YouTube & CTV — World of Goodness