Creative Challenge #1: Differentiating from Bully Sticks and Rawhide Chews
Context: Collagen chews are often confused with bully sticks or rawhide, leading to misconceptions about their digestibility, durability, and health benefits.
Outcome:
- Developed educational UGC contrasting collagen chews with rawhide and bully sticks: "Why I switched from bully sticks to collagen chews."
- Used clear comparisons: "Easier to digest, better for joints, and lasts longer than bully sticks."
- Highlighted single-ingredient purity: "Just beef collagen — nothing else."
Creative Challenge #2: Addressing Choking Concerns
Context: A major fear among pet owners is choking, especially with hard chews. Bully Bunches has a patented anti-choking device, but awareness is low.
Outcome:
- Created UGC demos showing the anti-choking device in action, with voiceover: "No more worrying about pieces breaking off — my dog can chew safely."
- Used reassuring messaging: "Long-lasting, safe, and worry-free."
- Showed creators confidently giving chews to their dogs, emphasizing peace of mind.
Creative Challenge #3: Showing Real-Life Usage Scenarios
Context: Consumers need to see how the chews hold up in real-world situations, especially with power chewers or large breeds.
Outcome:
- Produced UGC from dog owners showcasing different sizes and types of chews being used by dogs of varying sizes and breeds.
- Emphasized durability with power chewers: "Even my heavy chewer loves these — and they actually last!"
- Scripted creators to include: "Perfect for keeping my dog occupied during meetings or family time."
Creative Challenge #4: Communicating Natural and Safe Ingredients
Context: Dog owners want natural, easily digestible chews that don't upset sensitive stomachs. Many are wary of artificial ingredients or harmful processing.
Outcome:
- Created educational UGC explaining: "100% beef, no fillers, no chemicals."
- Scripted creators to emphasize: "I trust Bully Bunches because it's single-ingredient, natural, and digestible."
- Paired visuals of clean ingredients with happy, healthy dogs enjoying the chews.
Performance Challenge: Refreshing Media Mix & Expanding Audience Reach
Context: Bully Bunches' media mix needed a refresh with different concepts to reach a wider audience while maintaining their advertising efficiency. The brand required diverse creative approaches to sustain profitable growth and avoid creative fatigue.
The Challenge:
- Media Mix Stagnation: Existing creative concepts were reaching saturation
- Audience Expansion: Need to tap into new customer segments
- Efficiency Maintenance: Sustaining profitable performance while scaling
- Creative Diversification: Developing multiple winning concepts and variations
Our Solution: We produced multiple concepts and their variations that helped the brand grow profitably. Our approach focused on educational content that differentiated collagen chews from competitors while addressing key consumer concerns about safety and quality.
Outcome: We produced different winning ads with an average ROAS of 3.80! This impressive return on ad spend demonstrates the effectiveness of our strategic UGC approach in both educating consumers and driving profitable conversions.
The results showcase how educational UGC can successfully differentiate premium pet products in a crowded market while maintaining strong profitability metrics.