Wag! continues to focus on increasing their app users and driving in-app bookings for their walking, sitting, boarding, and drop-in services. Given increases in ad volumes and competition during the Q4 2021 holiday season Wag! needed to find a way to engage users to install and book services that stood out. In order to do just that, Wag! leaned into seasonal pop culture moments to create an ad visual that was both recognizable to users and messaged their services using the theme related to the popular ‘Home Alone’ movies.
When the pandemic hit, Wag! expanded its service coverage beyond dog walking to include training, vet consults and more. Wag! partnered with the Tinuiti creative team to develop a variety of holiday-themed assets, eventually zeroing in on the ‘Home Alone’ creative. This messaging was aligned with leaving your pet at home and using Wag! to provide their newly expanded services. This was activated across both iOS- and Android-focused campaigns which ran against other holiday-themed creative and historical top-performing ads, allowing Facebook to optimize between creative to show users different creative assets based on performance and engagement.
Despite competing against many other ads, Wag!’s ‘Home Alone’ seasonal creative was extremely effective in grabbing user attention. This creative drove +21% more efficient cost per in-app sign up for Wag! during the holiday season with a +24% higher click-through-rate (CTR) than the account average. These increases show how effective this creative was at engaging users to click through to the app store at a higher than normal rate.