The Problem

When Chrissy Teigen and John Legend launched Kismet, they were ready to shake up the pet nutrition world with a fresh, modern brand. They came to GR0 looking for a strategy to kick things off in a big way — driving attention, building excitement, and creating a loyal audience right from the start. The challenge was clear: introduce Kismet to the market with impact and lay the groundwork for sustainable, long-term growth in a crowded and competitive space.

The Strategy

We kicked off the campaign by leveraging Chrissy Teigen and John Legend’s star power through UGC-style videos. These attention-grabbing ads quickly built brand recognition and trust, making it easier to connect with potential customers. To reinforce Kismet’s credibility, we featured Dr. Kwane Stewart, their Chief Veterinary Officer, highlighting the expert care and thought behind their product line.

Over time, we expanded our creative approach, using mixed-media content that didn’t rely solely on celebrity features. This allowed us to reach broader audiences while maintaining a cohesive brand image. The first three months focused on building awareness and driving traffic, laying the foundation for future growth. Once this groundwork was in place, we shifted toward increasing revenue and hitting ROAS and CPA targets.

Examples

• Launched Meta’s Advantage+ Shopping campaigns to efficiently target high-value audiences using AI.

• Utilized Meta’s Traffic campaigns to drive qualified visitors and increase social engagement.

• Tested multiple ad variations to identify top-performing creative formats.

• Focused early efforts on building awareness and site traffic.

Our Results

• 2.5% CTR in the First Month

• 41% Increase in Link Clicks

• 33% Decrease in CPC

• 71% Increase in Revenue 

• 11% Increase in Ad Spend

• 8% CPA Reduction

Our Results Explained

• Site Traffic stats: During the first month of launch (May 2024), our ads generated significant interest, achieving an impressive click-through rate (CTR) of 2.5%. After shifting budget from our Purchase objective campaigns into a couple Traffic campaigns, month-over-month we saw a 41% increase in link clicks at a 33% lower CPC and 19% higher CTR. 

• Revenue stats: After the initial three-month period, we achieved a 71% increase in revenue over the next three months, with just an 11% increase in ad spend.

• ROAS & CPA stats: In Q2 and Q3, our returns were below break-even. However, in Q4 as the brand became more established, we were able to scale spending by 13% compared to Q3, resulting in a 23% increase in revenue and an 8% improvement in ROAS. Simultaneously, we successfully reduced our CPA by 8%. Small wins but big progress!

Proven Success

The campaigns kept gaining momentum as we refined and optimized along the way. By Q4, spending was up 13%, driving a 23% boost in revenue. At the same time, ROAS improved by 8%, and CPA dropped by another 8%, showing real progress in making the budget work harder.

Every adjustment added up, delivering immediate wins and setting Kismet up for long-term growth in a tough market.

Visual Representation of Results: MOM ROAS

The graph shows steady growth in purchases and revenue from May to November as ad spend increased.