Creative Challenge #1: Communicating “Durability” Without Overpromising
Context: Pet brands often overstate toughness (e.g. “indestructible”), which leads to trust issues — especially when targeting owners of power chewers. Bullymake can't legally claim its toys are unbreakable but does offer a free replacement guarantee.
Outcome:
- Reframed messaging to focus on "built for power chewers" and "designed for durability" instead of unbreakable.
- Highlighted 100% replacement guarantee as the trust-builder: “If your pup destroys it, we replace it.”
- Used creator UGC showing large, aggressive chewers (e.g. German Shepherds, Pit Bulls) playing hard with toys, cut with testimonial overlays.
Creative Challenge #2: Standing Out in a Saturated Pet Subscription Box Market
Context: Brands like BarkBox dominate the space with colorful, comedic, and general-audience messaging. Bullymake’s edge is durability and function, not novelty or fluff.
Outcome:
- Positioned Bullymake as a solution for frustrated pet parents with heavy chewers — not just a fun box.
- Leaned into theme unboxings with seasonal flair but focused on performance vs. aesthetics.
Creative Challenge #3: Addressing Allergy Concerns + Treat Customization
Context: Many pet owners worry about treats causing health issues. While Bullymake can't claim "all natural" treats, they do offer customization and a "toys only" option for allergic dogs.
Outcome:
- Educated through creator VO: “I just checked the 'Toys Only' box, and my pup gets 5 awesome toys — no treats.”
- Reinforced brand’s flexibility and commitment to safe, personalized boxes.
- Targeted anxious pet parents with hooks like “My dog’s allergic to everything. Here’s what worked.”
Creative Challenge #4: Explaining Behavioral Benefits (Anxiety, Hyperactivity)
Context: Bullymake toys can help calm anxious or high-energy dogs, but messaging has to walk a fine line and avoid medical claims.
Outcome:
- Used testimonial-led UGC with statements like: “My dog gets the zoomies every night — this finally keeps her busy.”
- Paired VO with calming lifestyle B-roll: dog chewing while owner works peacefully or sleeps.
- Showcased real benefits without overpromising — focusing on distraction, engagement, and enrichment.
Creative Challenge #5: Educating on the Dangers of Cheap, Low-Quality Toys
Context: Most dog owners don’t realize the health risks of toys that break apart easily — yet this is one of Bullymake’s strongest differentiators.
Outcome:
- Crafted fear-based hooks grounded in safety: “Here’s what happened when my dog ate a $3 toy…”
- Highlighted Bullymake’s use of non-toxic, FDA-approved materials as peace-of-mind factors.
- Drove urgency by connecting toy quality with pet safety, not just entertainment.
Performance Challenge 1: Dominating Q4 with Cost-Efficient Creatives
Context: As a subscription-oriented brand that goes big in Q4, keeping cost per purchase at its lowest value when CPMs traditionally skyrocket has always been challenging. We started working with them in Q3 of 2023 and have since consistently produced ads that thrive in the BFCM madness.
Outcome (2023): In 2023, one of our ads turned out to be the top performer. The majority of our ads spent significantly, achieving a much lower CPA than the account’s average of $67 during that period.
Performance Challenge 2: Scaling Ad Spend & Sustaining Long-Term Winners
Context: Beyond seasonal peaks, Bullymake needed creatives that could sustain large amounts of ad spend without rapid fatigue and identify long-term winning concepts.
Outcome (2024 & Ongoing):
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2024 Scaled Spend: In 2024, all of their top-performing ads were our videos, helping them spend over a million dollars in just 2 months.
Bullymake 2024 Top Ad Performance -
Long-Term Success: Over our 22-month collaboration, we have produced dozens of ads based on different unique concepts that exceeded $50k in ad spend each. Remarkably, one of our ads from our very first month of collaboration is still running and performing!
Bullymake Long-Running Ad