Tails.com Case Study
The Brief
The Brief
With We Are SNS support, Tails.com aimed to expand its reach and increase subscriptions by collaborating with UK dog owners who could share their experiences of how Tails.com positively impacted their pets’ lives. The goal was to target diverse dog owners and showcase various breeds, sizes, and backgrounds, emphasising how Tails.com tailored nutrition improved their dogs' health. The campaign sought to leverage influencer marketing, utilising a 'test and learn' strategy to identify audience preferences and optimise ad targeting.
What We Did
Influencer
The Approach
We partnered with two influencers, Emily and Charlotte, who showcased their dogs and highlighted the positive impact of Tails.com through Instagram content. Paid spend was deployed to drive subscriptions, starting with a test-and-learn strategy to identify the most engaging audiences. Data from initial engagement informed look-alike audience creation for retargeting. Audience segmentation focused on complete registrations, web traffic, organic engagement, and link-click lookalike audiences, ensuring precise targeting for maximum efficiency.
The Results
The campaign successfully combined influencer reach with paid advertising to deliver strong performance. Organic reach alone generated 73,000 impressions, while paid efforts amassed 1 million impressions. Instagram Stories drove 25,000 impressions, ultimately resulting in 180 sign-ups at a cost of £39.50 per sign-up. By leveraging targeted audience segmentation and influencer partnerships, Tails.com not only saw a lift in awareness but also established a foundation for more cost-effective, optimised campaigns in the future.
If you’re looking to turn influencer reach into measurable performance, read our Jimmy’s Iced Coffee case study to see how We Are SNS builds campaigns that drive awareness and sales through TikTok Shop.
