VEGDOG.
Increase sales by exploiting the potential of all digital channels and optimising them.

VEGDOG is a dog food manufacturer that is 100% plant-based. They specialise in food for dogs with food allergies, developed by veterinarians. Initially, the potential of VEGDOG’s digital channels was not fully exploited. Since December 2020, GANDT has been focussing on digitisation and optimisation as a way to explore and reach a richer level of performance.

VEGDOG is a dog food manufacturer that is 100% plant-based. They specialise in food for dogs with food allergies, developed by veterinarians. Initially, the potential of VEGDOG's digital channels was not fully exploited. Since December 2020, GANDT has been focussing on digitisation and optimisation as a way to explore and reach a richer level of performance.
New and existing Customer Acquisition Strategy
+70% Revenue YoY
+106% Impressions YoY
+91% Marketing Investment YoY with steady ROAS

Initial Situation.

Initially, GANDT’s analysis of VEGDOG’s digital channels allowed them to recognise clear limitations in the ways in which they were being used. This resulted in the identification of clear opportunities which would come from these channels reaching their full potential. GANDT’s understanding was that the organisation, at the current time, had challenges in sourcing new customers through the online shop for their vegan dog food and snacks.

 

The key objectives that were agreed upon were:

  • Elaboration of the online sales strategy
  • Identifying organisational requirements and implementing them successively
  • Exploiting existing online potential via online sales
  • Carrying out short-term “in-house” agency work, hiring internal staff in the medium term, and coaching the core team as digital advisor(s)

 

Through open and direct discussions, GANDT work transparently with the client. They do this through weekly meetings and by deep diving into the respective channels: they are in constant exchange. Operational newsletter marketing is one of the areas GANDT have passed on to the VEGDOG team. This means that they coached and accompanied the team for several months until they were able to manage the channel independently. Without a doubt, it is an on going project. Indeed, the more the collaboration and relationship grow, the more opportunities unfold. GANDT’s ambition is to strategically put the channel in the hands of the client.

Project Plan.

  • 01
    Phase 1: Plan and Create Transparency

    To achieve this first step GANDT carried out a market and competition analysis in order to identify opportunities for the company. This allowed them to do organisational and media planning, involving the measurement of performance and resource planning.

     

    The relationship between GANDT and VEGDOG was strengthened from the start by a high level of communication which for the majority has been done online, but they make sure to do it every day. GANDT visit VEGDOG at least every quarter to do a recap on their performance and discuss their outlook for the upcoming quarter.

  • 02
    Phase 2: (Interim) Support

    In this next phase GANDT took responsibility for the implementation of the marketing strategy. As well as the restructuring of existing marketing channels (Google Ads, Facebook Ads), they launched new ones such as Google Shopping and Google Display.

    They also began with the management of existing customers and newsletter marketing, through newsletter automation and conceptual development. Furthermore, GANDT were in charge of product optimisation which involved optimization of the mobile website and landing pages, the takeover and launch of Amazon, as well as the one of the website.

  • 03
    Phase 3: Co-Creation

    At this point in the project GANDT initiated the operational “handover“, in which they became jointly responsible for driving growth. They provided support in the area of human resources by helping with the staffing of the internal organisation. Furthermore, they provided operational channel support and scaling in terms of Google Ads and Facebook Ads.

     

    Over the many months of collaborating together, GANDT and VEGDOG brainstormed creatively about new campaigns, products and messaging. They work as an integrated team, which means that co-creation is an important part of the work. Together they develop fully comprehensive packages and concepts for all channels. This is achieved by maintaining a critical eye and a high level of awareness around the established long term goals.

  • 04
    Phase 4: Scaling and Coaching

    As VEGDOG’s independence and performance is growing, GANDT continue offering guidance but with optional operational support, sparring and coaching. As the work progresses they make sure to guard long-term goals with consistent communication between the teams, to maintain a high level of digital advisory and to guarantee the development of new business.

Contact.