Objective
Drive measurable lifts in awareness, purchase intent, and brand relevance for Wellness Pet Food through a creator-first YouTube strategy.
Audience
Pet owners across lifestyle, DIY, true crime, nature, and educational content verticals on YouTube, with strong Amazon shopping behavior.
Challenge
Wellness was increasing spend across Meta, TikTok, and YouTube with no measurable lift in awareness, purchase intent, or sales. A third-party YouTube partner was delivering 50%+ junk impressions — scale without substance.
Spending more doesn't always mean performing better. Wellness Pet Food was investing across multiple platforms and seeing no measurable return. When Bent Pixels audited the existing program, the problem was clear: impressions were going to the wrong places, in front of the wrong audiences, with no meaningful alignment to the brand.
The answer wasn't more spend, it was smarter targeting. Bent Pixels built a creator-first, television-centric program from the ground up — identifying channels with genuine audience alignment and a phased test-and-learn approach designed to move the needle in a highly competitive pet food market.
