22X RETURN ON AD SPEND
Butternut Box
PetsUGC.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.
Platforms:
Pets
Just Russel
“UGC showed how our food became part of the daily lives of pets, resulting in more subscriptions and more loyal customers.”
18X
18x return on ad spend with UGC.NL
2.5x more repeat purchases with UGC.NL
2,5X
Platforms:
“UGC showed real dogs and owners. That made our ads believable and led to more sales and returning customers.”
This creator video in action
Just Russel makes personalised food for dogs and cats. Founder Lotte did not want to explain that with a bag in a studio. She wanted feeding moments and the animal's reaction, told by the owner.
You buy food again when the animal likes it and the owner trusts it. On TikTok and Meta you see that in a clip of a bowl being finished, not in an ingredient list.
IMPLEMENTATION
Emotional UGC that stimulates trust and repeat purchases
Personalisation stays abstract until you see an owner serving it and how the animal reacts. Lotte wanted those moments, without a separate production per video.
Through UGC.NL creators filmed feeding, the dog or cat's reaction and why they chose Just Russel. The tone stayed personal: an owner sharing what they see.
The videos were ad-ready. New stories could go live without extra editing, so winning feeding moments reached more people quickly.
TARGETED CREATOR SELECTION
Selection was about owners who really show their animal and the feeding moment.
The creators she chose:
Filmed feeding moments and the animal's reaction
Explained why they chose Just Russel
Shared their experience as an owner
Through UGC.NL Just Russel could use these creators at scale, without extra production work or delay.
POSITIVE RESULTS
Lower costs, more repeat purchases, and scalable growth
Strong performance improvement.
The UGC campaigns achieved a ROAS of 18x, while cost per order fell to €6.70.
More repeat purchases.
Because people saw real use and pet reactions, repeat purchases rose 2.5x within 30 days.
Fast testing and scale.
Ads could go live without extra editing, so Just Russel could iterate quickly.
A fixed content approach.
UGC through UGC.NL is a fixed part of Just Russel's paid social, around community and product extensions.
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