OBVS Dog
From Zero to Six Figures in 18 Months
Our goal was simple: prove that a dog-focused brand could be built from scratch and scaled rapidly, all while gathering real-world market insights on products, advertising funnels, and customer behavior. OBVS Dog started as a pure test project, but quickly grew into a thriving mid six-figure brand.
We crafted a multi-channel marketing and product strategy focused on three core pillars:
Our Approach
Product Mix & Testing
- Offered a diverse line of dog essentials (beds, toys, and raw treats).
- 72% of total revenue driven by healthy raw treats.
- Beds, toys, and other accessories contributed the remaining 28%.
Advertising & Funnel Strategy
Experimented with multiple channels:
- Amazon Ads
- In-Order Discount Card Funnel
- SEO & Google Ads
- Email Marketing
- Social Media Ads
Winning Funnel: Amazon Ads driving initial visibility + in-order discount cards directing 80% of customers to our direct store.
From there, we captured emails, promoted our subscription service, and showcased the full product line (only 10% of offerings were on Amazon).
Email List Growth & Recurring Subscriptions
- Built an email list of over 3,000 customers
- Achieved a 20% average CTR and 14% conversion rate on launch emails
- Established a 100+ person recurring subscription base—creating predictable, recurring revenue.
Key Results
- Mid Six-Figure Annual Revenue: Grew from zero to six-figure sales in under two years.
- 100+ Recurring Subscribers: Built a loyal, subscription-based audience eager for dog treats and accessories.
- 3,000+ Email Subscribers: Leveraged in-order discount cards and Amazon Ads to move customers from Amazon to our direct store, fueling our email marketing engine.
- 20% CTR & 14% Conversion: Email marketing became our top converter beyond the powerful Amazon Ads funnel.
- 72% Revenue from Treats: Data-driven product focus on healthy raw treats proved the most profitable.
What We Learned
- Own Your Audience: Capturing email addresses (and other first-party data) is crucial to building recurring revenue.
- Focus on Your Winners: Healthy raw treats dominated, so we kept iterating to maximize that product line’s potential.
- Test, Analyze, Scale: Amazon Ads and in-box discount cards yielded the strongest funnel, while social ads and search lagged. Invest more where the data shows traction.