Case Study: GNC Pets

Building an Engaged Customer Base

GNC Pets is a division of GNC Live Well that offers high quality dog and cat nutritional supplements, fortified treats, vitamin-enriched and medicated shampoos, and other topical pet care items. Its products, developed based on scientific research and sophisticated formulas, came to market in 2010, exclusively to PetSmart stores. Scientific journals, books, trade publications, consumer research and consumer demand also play a significant role in the developmental stage.

How'd we do?

The Challenge

In 2013, the brand recognized an opportunity to expand and increase sales, spread brand awareness, and build customer loyalty by constructing a strong digital presence. GNC Pets created Twitter and Facebook profiles, but struggled to gain traction without a team to construct and execute its digital marketing strategy.

The Solution

Cosmitto focused on building an audience and fostering meaningful engagement. We identified brand-building keywords to boost search engine optimization (SEO), and managed high-frequency Facebook and Twitter posting calendars that eventually settled on the following cadence: six Facebook posts and 12 Twitter posts per week. We also designed and implemented targeted ad campaigns on Facebook, and executed cross-promotional campaigns with PetSmart. After one month with Cosmitto, GNC Pets’ Facebook follower base increased from 66 to 13,303. After one year, it surpassed 72,881.

The Results

Audience Growth

After one month with Cosmitto, GNC Pets’ Facebook follower base increased from 66 to 13,303. After one year, it surpassed 72,881.

Cost Per Like

With costs per like as low as six cents, our campaigns came in well below the industry average of $0.65 per like.

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