From Startup to Success: Pooph — Case Study

The Challenge

In the crowded pet care market, Pooph faced a significant challenge: how to position itself as the holy grail for immediate pet odor removal and stand out among well-known brands. The competition was fierce, with consumer loyalty rooted in existing products. Pooph needed to build trust and credibility while growing its presence in a cluttered space. The goal was clear: create awareness, drive traffic from new customers, and increase sales. However, this would require a full-funnel approach to move from launching the brand to becoming a household name.

The Solution

Pooph turned to Diray Media for its first go-to-market strategy. Our team knew that in order to break through, we needed to create a strategy that built awareness, engaged customers across various platforms, and drove real sales growth.

Strategic Media Placement

We targeted premium retail spots, beginning with Walmart and Target, and as the brand gained traction, we expanded to Amazon, Chewy, and other retail partners. Our strategic media placements ensured Pooph was visible to both first-time and returning buyers, significantly growing its presence in the market.

Streaming and TV Advertising

Pooph broke into streaming and TV through targeted ad spots, including key placements on Reelz and during On Patrol: Live, a popular show with an engaged audience. This created buzz, with fans organically tweeting about Pooph every time its ads aired, further boosting brand awareness.

Cross-Platform Digital Integration

We implemented a robust digital strategy, incorporating YouTube and social media ads to engage pet owners looking for odor-eliminating solutions. This multi-channel approach maximized Pooph’s reach, ensuring it remained top-of-mind for consumers across platforms.

Product Expansion Support

As Pooph expanded from a single product to three SKUs, we continued to support its growth by scaling media efforts and strategically launching each new product. This helped solidify Pooph’s market presence and allowed the brand to compete directly with established players like Febreze.

Pooph · At home A dog on a blue couch next to a bottle of Pooph odor eliminator

Measured Results

A new-to-market launch that rose to the top of its category.

Product Line

3+

In partnership with Diray Media, Pooph successfully launched an expanded product line, introducing three key products that continue to capture consumer attention across the pet care market.

Amazon Search

#1

In just three short years, this new-to-market product launch quickly rose to the top of Amazon searches in its category. Pooph’s brand search volume now surpasses even that of general pet odor sprays, securing its place as a go-to choice for pet owners.

A still from the Pooph commercial: a man sprays Pooph toward his mouth to show it is non-toxic

Pooph odor eliminator sprayed on a red dog toy

The Takeaway

Through Diray Media’s full-funnel strategy, Pooph successfully navigated the crowded pet care market, building brand awareness, driving sales, and expanding its product lineup. Our combination of strategic media placements, digital integration, and product expansion support positioned Pooph as a trusted solution for pet odor removal, helping it grow into a recognizable name in the industry. As Pooph continues to expand, Diray Media remains a trusted partner, committed to driving ongoing success.

Published case study: diraymedia.com/portfolio/from-startup-to-success

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