FARMER'S DOG

FROM PERFORMANCE-EXCLUSIVE TO SUPER BOWL PRIME TIME AND BEYOND

How we rewired a DTC pet brand’s performance engine at a cultural scale for both broad emotional resonance and measurable business outcomes.

The ChallengE

How do you unlock the next wave of growth without compromising cost-efficiency or customer acquisition goals?

The Farmer’s Dog had achieved rapid growth through a disciplined mix of search, paid social, and direct-response TV. But by late 2022, those channels had begun to saturate. The core early adopter audience was largely captured, and returns on cable investments were declining.

THE INSIGHT

Eden Collective identified a Way to unlock Growth that others had overlooked: expand to mass-reach media while maintaining performance rigor.

Eden Collective identified a way to unlock growth that others had overlooked: expand to mass-reach media while maintaining performance rigor.

By auditing historical performance, we narrowed in on high-leverage opportunities in the form of live cultural tentpoles where audience attention is deep, emotionally engaged, and conversion-ready.

We started with targeted NFL Playoff placements which were cost-efficient and immediately effective in driving incremental conversions. We followed those with a strategic Super Bowl investment championing creative that was built to resonate broadly and convert effectively. And the outcome proved the model’s scalability.

THE BREAKTHROUGH

Record-breaking site traffic within 24 hours. Subscriptions surged, while CAC targets held. Earned media amplified reach for weeks. Brand sentiment significantly improved.

The post Super Bowl momentum was so strong, we overhauled the media strategy to center on sports and cultural tentpoles – from Sunday Night Football to the X-Games – maximizing reach while minimizing waste. At the same time, we continued to balance the high reach tentpole moments with a consistent foundation of performance focused video.

THE SHIFT

Performance marketing didn’t just scale. It evolved and we have continued to advance the approach of our high-impact layer of media through to our 2025 strategy.

What began as a low-funnel approach is now the blueprint for full-funnel growth, where emotional storytelling and business outcomes coexist by design.