How Petivity Built a Brand That Drives Results: The Full-Funnel Strategy Behind Our Meta Award Win
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Case Study
Building Petivity’s Brand Through Full-Funnel Excellence
Petivity partnered with Wpromote to build breakthrough brand awareness for their smart pet health devices and at-home health kits. Through a strategic full-funnel campaign that repositioned them from product features to proactive pet care, we drove 185% purchase lift and proved that brand investment delivers measurable ROAS. Using Meta’s M3 concentrated media approach and brand lift studies, the campaign established “proactive pet care” as Petivity’s brand territory while achieving 99.9% brand awareness lift probability (Meta Brand Lift Study) and 20% overall ROAS improvement.
Results
8.4
Brand Awareness: (99.9% lift probability)
Purchases
Overall ROAS
The Challenge
Capitalizing on Seasonal Interest Against Heavy Competition
Petivity had everything: cutting-edge smart pet devices (litter box monitors, microbiome analysis kits), strong investment from Nestlé Purina, and products that solved real problems for pet owners.
What they needed next: breakthrough market awareness to match their innovation and investment.
Their performance campaigns were delivering solid results, but the brand knew they could achieve exponential growth with the right awareness strategy. The opportunity called for a data-driven approach: demonstrate how strategic brand awareness would amplify their existing momentum and drive even stronger business results.
The Strategic Solution
We reframed the challenge: design a concentrated initiative that proves awareness drives ROAS and unlocks future investment.
Strategic Move 1 Reposition from Product to Category
Petivity marketed individual products: “Buy the Smart Litter Box.” This limited their audience to people already shopping for smart pet devices.
Search data revealed the truth: pet owners searched for health solutions, not products. “How to monitor cat kidney health.” “Early warning signs of pet illness.”
They repositioned their entire narrative: “Proactive pet care is the new standard.” This expanded their addressable market from “people shopping for smart pet devices” to “people who care about their pet’s health”—an exponentially bigger opportunity.
Strategic Move 2Design a Forcing Function
By integrating Meta’s brand lift studies into M3, we transformed a brand experiment into a measurable test with hard data on awareness, ad recall, and consideration. Concentrating resources into three days meant results would be immediately visible. This measurement-first approach proved essential for budget unlocking—by building accountability from day one, we secured funding that wouldn’t have been available for an unproven brand initiative.
Strategic Move 3Build a System, Not Just a Campaign
True full-funnel means each stage feeds the next:
- Phase 1: 3-day M3 awareness push introducing proactive pet care (no product selling)
- Phase 2: Post-M3 campaigns highlighting specific benefits and social proof to the now-aware audience
- Phase 3: Reallocated Q4 budget toward conversion tactics to capture the momentum
The awareness creative primed people for the consideration message. The consideration message made them ready to convert. The timing was sequenced intentionally.
Why This Works
You don’t need unlimited resources. Petivity’s M3 success came from strategic thinking, not unlimited budgets. Working within constraints forced us to be precise about what would drive impact.
You can prove it to finance. We showed causation with sales impact, not just awareness scores.
Full-funnel is a system. Design the customer journey where each phase enables the next, then measure how they connect.
Most brands achieve brand lift but lack the systems and messaging to maintain engagement throughout the customer journey and that’s exactly where growth happens
