Paid content & Product Education
I run this work at the intersection of Brand Strategy and Paid Strategy, using one set of shared guidelines so both sides build the same brand world instead of pulling in different directions. That integration lets each ad speak to our audience while also driving brand awareness and conversion — so Maev's vision shows up consistently everywhere people encounter it.
Performance Snapshot
EGC has become one of the strongest-performing segments in the paid mix. Year to date, it's driven 48 creatives with spend behind them, contributing 34% of total spend — about $900K — while running the lowest CPA of all four content segments: 8% lower than our internally created ads and 10% lower than content from external creators. (Worth noting: the breakout isn't fully clean yet — a handful of founder-led ads are still bucketed under EGC — and I'm working on pulling a longer historical view now that naming conventions are more consistent.)
01
Gut Health
Core message: One switch. A better gut, start to finish.
Who it targets: The Wellness Warrior – Parents already tracking their dog's digestion, energy, and coat health.
Why: Gut health is usually the first thing that tips a skeptical parent into trying something new. It's a low-risk, high-payoff entry point into the brand.
02
Comparrision
Core message: Kibble vs. real food. You already know which one wins.
Who it targets: Kibble loyalists who've never questioned what's actually in the bag.
Why: A direct comparison does the convincing for us — it turns "why should I switch" into "why haven't I already."
03
Benefits
Core message: One change. Skin, coat, energy, digestion — all of it.
Who it targets: The Wellness Warrior — time-strapped parents who want maximum impact from one decision. Why: This audience isn't looking to overhaul their routine. They want proof that one smart change pays off everywhere at once.
04
Ingredient Quality
Core message: Real ingredients. They deserve a seat at the table.
Who it targets: The Wellness Warrior — parents who care how things look, including the food.
Why: This concept sells identity, not nutrition facts. It taps into how this audience already sees their dog — as part of their world, not a pet to feed and forget.
05
Ingredient Transparency
Core message: Dog food hides ingredients. We don't.
Who it targets: The Wellness Warrior — skeptical of an industry that's burned them before.
Why: Transparency is the trust unlock. Once this audience believes you're not hiding anything, they stop comparing you to competitors.
06
Longevity
Core message: Feed for today. Or feed for the next ten years.
Who it targets: Every dog parent, but especially those with newly adopted dogs and aging dogs who want to make choices that benefit their long-term health.
Why: Longevity reframes a daily decision as a long-term investment — it turns a one-time purchase into a lifestyle commitment.
07
Results
Core message: Real food. Real results. Ask their coat.
Who it targets: Warm audience — people who've already engaged with education content and are close to converting.
Why: By this stage, they don't need convincing on the "why." They need proof it works. This is the message that closes.