Pup Shades
I launched Pup Shades, a pet apparel brand, in late summer of 2023. I was inspired by a TikTok video my sister had sent me one day. This video captured two golden retrievers enjoying a nice soak in a kiddie pool, but what garnered popularity for this video was the pair of goggles strapped onto the faces of these pups. Reading the comments hailing the concept of dogs wearing goggles, I began to realize the potential of such a gimmick. A dog goggle company.
This brand exclusively features “Doggles” or, dog goggles. My main goal for this brand was for it to serve as an experimental way for me to practice my marketing and advertising skills, as I knew the attention it could attract based on the social media interaction of the mentioned TikTok video. Little did I know the financial benefits this experiment would later reward me with…
Advertising Strategy: Paid Campaigns
Going back to the roots of what inspired this brand, I realized TikTok was the best platform to advertise this product. With over 40 million searches for #dogtok and #dogs, I knew there was a large market for a product such as this. So I thought, what better way to advertise the product than to show them in action? That’s exactly what this video accomplished, and gave that adorable look to the pet everyone loves. How couldn’t you gift your pup a pair after seeing this?!
Advertising Strategy: Organic Content
Utilizing the power of social media trends, I established the Pup Shades brand presence across Instagram and TikTok platforms. In just a couple of months, I was able to generate over 1.7K followers, 438 likes, and over 5.7K views through my own original, organic content on TikTok and Instagram. Creating a brand presence via social media was the most effective way to garner engagement with my target audience, which happened to be millennial-aged men and women.
The Results: Organic Content
Surprisingly, my organic content was the most profitable content. With over $1.4K in sales attributed to marketing, that left $2.5K in sales from the organic TikTok content presented above. This is all over just a two-month period. It was reassuring to see that my organic content was reeling consumers in to buy my product, and that I was hitting the right target audience.
The Results: Paid Campaigns
Diving into the platform specifics, TikTok proved to be the most lucrative, as it was the application I geared a majority of my advertising expenditure towards. The same advertisement proved to be lucrative on Google as well, with an impressive conversion rate of 11.32% as shown on the right. It was extremely rewarding to see the numbers that my own original advertising campaign was able to generate.
