PetFriendly logo

Targeted digital media delivers investor funding.

The ask.

To secure major investor funding, PetFriendly — a subscription-based DTC brand in the pet wellness space — came to us with a broad ask. They needed to develop digital media that proved their e-commerce business could spend a little and grow a lot.

The truth.

Tight budgets and fast timelines leave little margin for targeting error. We knew we needed to quickly connect to an audience with a proven, actionable affinity for pets and a deep desire for convenience shopping. 

The solution.

After confirming our hypothesis that a targeted group of millennial women was the right audience, we deployed a multichannel digital media plan that used a test-and-learn approach. It quickly became clear that user-generated content (UGC) was the front-running creative in the mix, so we leveraged a system of UGC templates to ensure the creative remained fresh and maximized return on ad spend (ROAS).

The impact.

Our focused and agile approach helped secure seed funding and take PetFriendly to the next level as a company.

  • 300% increase in active customers
  • $6M secured in seed funding after second year working with E&S
  • 9:1 ROAS
UGC templates for easy and ongoing creative refresh.

Leanne Prewitt

President & Chief Executive Officer

Shaped by her background in creative direction, Leanne leads the agency’s culture and creative vision and also oversees the operations that allow a team of marketing, design and media specialists to create powerful and effective work for their client partners.

Leanne began her professional career in New York City working for some of the nation’s leading agencies. In 2016, after a five-month sabbatical around the world, she returned to her hometown and joined Ervin & Smith. Her global perspective and expanded professional experience influence the work she does today.