Markacy partnered with The Wildest, part of Mars Petcare, to accelerate user acquisition, increase brand awareness, and grow its organic following through a paid media strategy designed to achieve an efficient cross-channel cost per acquisition.
The Wildest
Redefining the pet care industry.
Markacy partnered with The Wildest to efficiently acquire new user registrations. Throughout the engagement, we made real-time budget adjustments to optimize performance across channels, achieving a blended CPA within 10% of individual channel benchmarks.
What We Did
Paid Media Acquisition Strategy
Creative Advisory & Testing
Forecasting & Growth Analysis
Organic Social Growth Strategy
Influencer Strategy
+28%
Average Month-over-Month Growth
+700k
User Registrations Within 18 Months at a CPA Below $8
Paid Media Acquisition Strategy
Markacy partnered with The Wildest to implement a cross-channel paid media strategy across Meta, Google, TikTok, Snapchat, Pinterest, Reddit, Taboola, and StackAdapt. We optimized campaign structures and rapidly tested new creative concepts to drive sustained user acquisition growth while improving media efficiency.
Meta: Markacy developed a streamlined campaign strategy that drove an average 28% month-over-month increase in user acquisition, with four months exceeding 100% growth. Through rapid creative testing, we identified high-performing value propositions for first-time customer acquisition. Dog-training creative achieved a 24% conversion rate, leading to additional concepts that built on this success. We also partnered with The Wildest’s organic social team to implement a best-practice campaign structure that generated more than 435,000 Instagram followers at a blended cost per follower of $0.67.
TikTok: Markacy developed a TikTok creative and campaign strategy that generated more than 60,000 user acquisitions at a CPA below $8, in line with performance across other media channels. As core channels approached their scaling limits, TikTok helped reduce the blended cross-channel CPA. We also partnered with the TikTok Creative Exchange to produce high-quality, influencer-style creative at no cost to the client. In collaboration with The Wildest’s organic social team, we implemented a best-practice campaign structure that generated more than 340,000 TikTok followers and 1.4 million likes at a media-attributed cost per follower of $0.26.
Expansion Channels: Throughout the engagement, Markacy also tested Snapchat, Pinterest, Reddit, Taboola, and StackAdapt. These channels helped maintain a competitive cross-channel cost per acquisition and provided additional opportunities for growth beyond the core acquisition platforms.
Paid Search
Markacy worked closely with The Wildest’s leadership team to develop a diversified paid search strategy. This included expanding non-brand keyword coverage, tailoring ad copy to key search themes, and launching Discovery campaigns across prospecting audiences.
Creative Advisory & Testing
Markacy partnered with The Wildest’s creative team to develop data-backed insights into high-performing value propositions and visual concepts. These efforts improved on-site conversion rates and cost per acquisition. We also developed creative briefs and helped evolve the brand guidelines to better support ongoing creative optimization.
Forecasting & Growth Analysis
As part of the engagement, Markacy developed a forecasting model to support The Wildest’s goal of reaching 400,000 user registrations. The model remained within approximately 5% of actual performance and helped secure budget approvals and guide spend allocation throughout the engagement.
Influencer Strategy
Markacy developed and managed an end-to-end influencer program for The Wildest. We built a network of hand-selected influencers, established brand-safety and due-diligence processes, and oversaw creative development and performance tracking.
