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Comfytails

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Leading Digital Agency Since 2019.
comfytails

Client Overview

ComfyTails (https://comfytails.in/) is an Indian brand specializing in high-quality pet beds designed for comfort, durability, and style. Catering to pet owners who prioritize their pets’ well-being, ComfyTails sought to increase its online visibility and sales in a growing but competitive pet product market. To achieve this, they partnered with our team to execute a strategic campaign combining user-generated content (UGC) videos and pay-per-click (PPC) advertising. This case study outlines how these efforts enhanced brand recognition, customer engagement, and revenue for ComfyTails.

Our Challenge

ComfyTails faced several obstacles as they worked to expand their market presence:

  • Competitive Landscape: The pet bed market in India includes both local and international players, making differentiation a challenge.
  • Building Trust: Convincing pet owners to invest in premium pet beds required authentic evidence of quality and customer satisfaction.
  • Digital Reach: Limited online visibility restricted their ability to connect with a broader audience of pet owners.
  • Conversion Efficiency: Turning website visitors into buyers needed a more focused and cost-effective approach.

Our Approach

Our team crafted a tailored strategy leveraging UGC videos and PPC advertising to address these challenges and position ComfyTails as a trusted, premium pet bed brand.

  1. User-Generated Content (UGC) Videos
    • Objective: Showcase real-life experiences to build credibility and emotional resonance with pet owners.
    • Approach:
      • We initiated a campaign inviting ComfyTails customers to submit videos of their pets enjoying the beds, emphasizing comfort, relaxation, and durability.
      • A branded hashtag, #ComfyTailsMoments, was introduced to unify submissions and encourage sharing on platforms like Instagram and Facebook.
      • Incentives such as discounts on future purchases were offered to top contributors, whose videos were featured on ComfyTails’ social media and website.
    • Execution: Our team refined the raw footage into short, engaging clips (20-40 seconds) with captions highlighting key benefits like “orthopedic support” and “easy-to-clean fabric,” optimized for social media consumption.
  2. Pay-Per-Click (PPC) Advertising
    • Objective: Drive targeted traffic to the ComfyTails website and boost sales conversions.
    • Approach:
      • Google Ads campaigns targeted keywords such as “luxury pet beds India,” “comfortable dog beds online,” and “buy pet beds near me,” capturing high-intent buyers.
      • Meta Ads (Facebook and Instagram) focused on pet owners aged 25-50 in urban Indian cities, using interest-based targeting (e.g., pet care, home decor) and lookalike audiences derived from existing customers.
      • Ad creatives integrated UGC video snippets with CTAs like “Give Your Pet the Comfort They Deserve” and “Shop Now for Happy Tails.”
    • Budget Optimization: We started with a modest daily budget of ₹2,000 (approx. $25 USD), testing ad variations, then scaled to ₹6,000/day (approx. $75 USD) for top-performing campaigns.

Execution

  • Timeline: The campaign spanned five months, from October 2024 to February 2025, aligning with festive seasons (Diwali) and winter, when pet owners prioritize cozy bedding.
  • UGC Execution: Within eight weeks, over 120 pet owners submitted videos. We selected 25 high-impact clips for organic posts and ads, sharing them thrice weekly on ComfyTails’ social channels.
  • PPC Execution: Ads launched with continuous A/B testing of visuals, copy, and targeting. Performance was monitored daily, with budget reallocation favoring ads with the lowest cost-per-click (CPC) and highest conversions.
  • Collaboration: We partnered with pet bloggers and micro-influencers (5K-15K followers) to share UGC videos, boosting organic reach.

Results

The synergy of UGC videos and PPC advertising delivered outstanding results for ComfyTails:

  • Brand Awareness: The #ComfyTailsMoments hashtag achieved 80,000 impressions, with UGC videos amassing 150,000 views across Instagram and Facebook.
  • Engagement: Organic posts with UGC saw a 130% increase in likes and comments, with an average engagement rate of 7.5%, up from 3% pre-campaign.
  • PPC Performance: Google Ads delivered a 3.8% click-through rate (CTR) and a 6% conversion rate, while Meta Ads achieved a 5x return on ad spend (ROAS), reducing CPC from ₹20 to ₹12 after optimization.
  • Sales Growth: Online sales rose by 70%, with 35% of new buyers attributing their purchase to UGC videos seen in ads or on social media.
  • Customer Loyalty: Website dwell time increased by 25%, and repeat purchases grew by 15%, reflecting heightened trust in the brand.

Conclusion

  1. Real Stories Resonate: UGC videos featuring pets lounging on ComfyTails beds built an authentic connection, outperforming traditional product photography.
  2. Precision Targeting Wins: PPC ads honed in on pet owners ready to buy, ensuring efficient use of ad spend.
  3. Combined Impact: The integration of UGC with PPC amplified both awareness and conversions, creating a powerful marketing loop.
  4. Seasonal Timing: Launching during festive and winter months capitalized on heightened demand for pet comfort products.

Conclusion

Our partnership with ComfyTails illustrates how UGC videos and PPC advertising can transform a premium pet bed brand’s growth trajectory. By harnessing real customer experiences and pairing them with targeted ads, we elevated ComfyTails’ visibility, credibility, and sales in a competitive market. momentum and deepen its foothold in India’s pet care industry.

Project info

Clients: Comfytails
SERVICES: SMM, PPC, Branding

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