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E-commmerce client ROAS
soars with PR and
Facebook Ads Campaign

Getting
(and keeping)
customers for
York based
e-commerce
retailer

Client Profile: Vetmedi.co.uk


In collaboration with online pet pharmacy VetMedi.co.uk, we worked on a new customer acquisition and retention campaign using Meta ads and PR.


The Results? A 11:1 Return on Ad Spend (ROAS), a surge in new customers (of UK pet lovers), and longer term opportunities for email and client retention.


Client: VetMedi.co.uk


VetMedi is an affordable online pet pharmacy, run by a Yorkshire vet and boasting a reputation for exceptional pet care.


They approached Only The Kind with a specific challenge - to enhance their brand presence, drive new client acquisition across more than just Google Ads, and maximise ROAS within a tight budget.


Creative campaign: Creating a consistent brand that appeals to pet lovers with social proof


The campaign transformed VetMedi.co.uk from product only ads into branded Facebook and Instagram friendly videos, filled with social proof from media (PR) features and five star customer reviews. This built instant trust for new audiences who weren’t necessarily aware of the brand.


We leveraged storytelling through videos, visuals, and emotionally-charged copy.

VetMedi is an affordable online pet pharmacy, run by a Yorkshire vet and with a reputation for exceptional pet care.


They approached Only The Kind with a specific challenge - to enhance their brand presence, drive new client acquisition across more than just Google Ads, and maximise ROAS within a tight budget.


Creative campaign: Creating a consistent brand that appeals to pet lovers with social proof


The campaign transformed VetMedi.co.uk from product only ads into branded Facebook and Instagram friendly videos, filled with social proof from media (PR) features and five star customer reviews. This built instant trust for new audiences who weren’t necessarily aware of the brand.


We leveraged storytelling through videos, visuals, and emotionally-charged copy.

Only The Kind Media also crafted specific ads and audiences within Facebook to target horse, cat and dog lovers who are interested in niche products for their four legged friends.


Facebook and Instagram ads: Precision targeting with consistently branded assets


This strategy has helped us to quickly find the right audiences on Facebook and Instagram for the relevant catalogues on the vetmedi.co.uk e-commerce (Shopify) store, meaning faster results and more relevant high value purchasers.


We harnessed the power of the meta algorithm to share VetMedi's dedication to pet health and the tangible benefits of choosing them as the go-to veterinary clinic.


Ongoing PR: Building trust and authority


Public relations and social proof continue to play a crucial role in enhancing VetMedi's reputation. We also advised the client to ensure media logos are used on relevant product and catalogue pages throughout the site, to build trust in earned media endorsement and to convert visiting traffic faster.


News releases, articles, and expert quotes positioned VetMedi as an authority in pet care and an affordable choice for repeat pet medications.


Results so far:


The numbers speak volumes:

  • ROAS in Meta Ads (Facebook and Instagram): In October 2023 we generated a ROAS Of 1:11 for VetMedi (for every £1 spent on ads, we generated £11 back to the business, showcasing the incredible efficiency of the campaign and the power of Meta targeting).

  • New Customers: A 20% increase in 3 months, signalling a surge in pet owners turning to VetMedi.co.uk over conventional vet prescription bills.

  • Audience reach: The PR and Meta campaign has so far touched the hearts of over 33,633 pet owners, forging a lasting connection with a targeted group of pet lovers (who are crucially also online shoppers) across the UK.


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Practical, results-driven advice and help is refreshing and much needed.
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Excellent marketing leadership. Commercial insights and analysis made a significant difference to the direction of a launch. 

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