HICCPET: Meta and Google Full-Funnel Growth for a US Pet Cleaning Brand
HICCPET
Global Gravity built an audience, creative, CRM, and compliant data activation system for HICCPET, a US pet cleaning brand powered by HOCl + CocoPlex™, lifting best-performing ROAS combinations by 2x+.
Results
The Challenge
The challenge
HICCPET had differentiated pet cleaning products, but its paid growth was constrained by broad pet-interest targeting, product-line audience differences, and privacy requirements around CRM data.
- Broad interests underperformed. Generic pet interests produced weak ROAS across multiple product lines.
- Interest-name ambiguity. Meta path interests and standalone interests with similar names could belong to different traffic pools.
- Product-line audience split. Different cleaning products needed different audiences and messages.
- CRM compliance concerns. The brand did not want customer lists transferred outside its own controlled environment.
Our Solution
Our solution
Global Gravity rebuilt HICCPET’s growth system around product-level audience profiles, attribution review, CRM activation, and compliant data upload.
- Product-level audience profiles. Each product line received separate audience testing instead of broad pet-interest buying.
- Attribution review. Historical conclusions were rechecked for confounding variables before budget decisions.
- Lifecycle CRM activation. Customer lists were segmented into win-back, reactivation, and acquisition cycles.
- Compliance-first upload. Customer-side upload kept lists inside the brand environment while improving match quality.
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