How Lucky Dog scaled direct response sales 5X in a regulated category
We grew online sales for service animal certification while staying inside strict government rules, and brought acquisition cost down as volume climbed.
In 2015, with input from 565 Media, Lucky Dog acquired two online businesses for emotional and emergency service animal certification and products. Service animal certification is a heavily government regulated industry, so Lucky Dog hired 565 Media to strategize and grow direct response sales while staying inside stringent rules and regulations.
Acquire a private company and scale it inside a heavily regulated market.
- Lucky Dog needed to acquire a private company and grow it fast enough to boost investor returns.
- The service animal category is highly competitive, so demand had to be won against established players.
- Stringent government rules and regulations limited how the products could be marketed at every step.
Learn the rules, then build direct response that scales within them.
Navigate the regulation
We worked hand in hand with Lucky Dog to understand the service animal industry and build campaigns that grew sales while staying inside its strict rules and regulations.
Build to convert
Custom landing pages and web development paired with continuous conversion optimization so more of the paid traffic turned into completed sales.
Acquire and expand
Custom direct response campaigns on Facebook and Google added new social channels and better campaign tracking, growing sales while driving acquisition cost down.
The levers we pulled to make it work.
Five times the direct response sales at half the acquisition cost.
Rigorous optimization, new social channels, and improved campaign tracking grew sales fivefold while cutting acquisition cost in half, the kind of efficient growth that lifts investor returns.
Direct response sales, indexed to start (100). Illustrative of the 5X trajectory.
