18X RETURN ON ADSPEND
Just Russel
Pets“UGC showed how our food became part of the daily lives of pets, resulting in more subscriptions and more loyal customers.”
Platforms:
Pets
Butternut Box
UGC.NL helped Butternut Box deploy performance UGC at scale for pets, with more subscriptions, lower costs per registration, and 2.1x higher customer value via Meta and TikTok.
22X
22x return on ad spend with UGC.NL
2.1x higher customer lifetime value with UGC.EN
2,1X
Platforms:
“UGC showed how our food became a part of the daily lives of pets, resulting in more subscriptions and more loyal customers.”
This creator video in action
Butternut Box delivers fresh dog food as a subscription. Founder Chris did not want to explain that subscription in a chart. He wanted the box opening, the meal in the bowl and the routine it saves an owner.
A subscription asks for more trust than a one-off purchase. On TikTok and Meta you see that trust when an owner shows what the week looks like, not when a landing page lists the benefits.
IMPLEMENTATION
Subscription UGC That Makes Routine and Convenience Visible
Fresh food and a subscription both have to become visible: what is in the box, how the dog eats and why it saves effort. Chris wanted those three things in one kind of video.
Through UGC.NL creators filmed unboxing the meals, feeding and how it fits their routine. They mentioned taste, health and ease from their own experience as an owner.
The videos were ad-ready. Butternut Box could put them live immediately and keep testing which routine made the subscription clearest.
TARGETED CREATOR SELECTION
Selection was about owners who can show the subscription in their own week.
The creators he chose:
Filmed unboxing the meals and feeding
Showed how it fits their routine
Mentioned taste, health and ease from their experience as an owner
Through UGC.NL Butternut Box could use these creators at scale, without extra production work or delay.
POSITIVE RESULTS
More subscriptions, higher customer value, and scalable growth
Strong performance improvement.
The UGC campaigns achieved a ROAS of 22x, while cost per subscription fell to €10.20.
Higher customer lifetime value.
Because owners understood the use and the ease of the subscription better, customer lifetime value rose 2.1x.
Fast optimisation.
Content could go live immediately and was easy to optimise, so Butternut Box could iterate quickly.
Acquisition and retention.
UGC through UGC.NL is a fixed part of new subscriptions and of customers who stay.
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