campaign_id: null created_at: ‘2026-03-10T22:40:28.786672+00:00’ dashboard_url: https://dashboard.kismetpets.com/context/dtc_ads/15/ experiment_id: 2 id: 15 product_id: null skill: dtc_ads title: Instagram Ads — Kismet x Muddy Paws Rescue Campaign (4 Concepts) updated_at: ‘2026-03-10T22:40:28.786688+00:00’
Instagram Ads — Kismet x Muddy Paws Rescue Campaign (4 Concepts)
dtc_ads · 2026-03-10
Instagram Ads: Kismet x Muddy Paws Rescue Campaign
March 2026 | Platform: Instagram (Feed, Reels, Stories) | Budget: $1-5K test
Ad Strategy
- Objective: Conversion (purchase) with awareness as secondary
- Platform: Instagram — Feed (4:5 static), Reels (9:16 video), Stories (9:16)
- Budget: 5K if winning creative found
- Offer: 30% off first subscription order (existing offer), or Dog Parent Starter Kit ($97)
- Landing page: kismetpets.com product page or quiz
- Success metrics:
- CTR target: >2% (above 1.87% pet food benchmark)
- CPC target: <0.58 benchmark)
- ROAS target: 3x minimum to continue, 5x to scale
- Engagement rate: >3% (saves + shares, not just likes)
Audience Segments
| Segment | Description | Awareness Level | Size | Best Hook | Best Angle |
|---|---|---|---|---|---|
| Rescue Parents | People who adopted a dog in last 2 years, follow rescue orgs, shelters, adoption pages | Problem-aware | Medium | Social proof (rescue org endorsement) | Identity (“for dog parents who rescue”) |
| Premium Switchers | Currently buying Blue Buffalo, Purina Pro, or fresh food (TFD, Ollie). Looking for better option | Solution-aware | Large | Comparison + result | Value (“fresh food results, no fridge”) |
| Values-Driven Millennials | 25-40, urban, follow pet lifestyle accounts, care about brand purpose/mission | Unaware | Large | Emotional story | Transformation (rescue story) |
Targeting approach:
- Segment 1: Interest targeting — dog adoption, Muddy Paws Rescue, shelter dog, rescue dog + pet food interest
- Segment 2: Interest targeting — The Farmer’s Dog, Blue Buffalo, premium dog food + lookalike from Kismet purchasers
- Segment 3: Broad targeting with Advantage+ — let Meta’s algorithm find people who respond to the emotional creative
Creative Concepts
Concept 1: “The Original Post” — Boosted UGC
Segment: All (top of funnel) Hook type: Social proof + emotional Angle: Transformation / identity Format: Static image — Instagram Feed (4:5)
Visual: Use the actual Muddy Paws Instagram post — the couple with their rescue dog holding a bag of Kismet. This IS the ad. No editing needed beyond minor cropping for 4:5 ratio. The Muddy Paws comment is the social proof.
Asset: Use the original Instagram post (existing content)
Headline A: The best adoption stories begin with a little bit of Kismet. Headline B: This pup just left the shelter with a full bag of real food. Headline C: Rescue orgs don’t send dogs home with just any food.
Body (short): Muddy Paws Rescue NYC sends every adopted pup home with Kismet — clinically proven food with freeze-dried Nugs in every bite. 30% off your first order.
Body (long): When this pup left the shelter, he didn’t just find his people. He got sent home with a full bag of Kismet — because Muddy Paws Rescue NYC knows their adopters deserve a real start.
Our food is clinically proven to improve gut health in 96% of dogs. Real chicken. Freeze-dried Nugs. Pre and probiotics. No fridge needed.
Your dog was made for you. We made their food. 30% off your first subscription.
CTA: Shop Now → kismetpets.com CTA alt: Get 30% Off → kismetpets.com
Concept 2: “Shelter to Home” — Before/After Transformation
Segment: Values-Driven Millennials + Rescue Parents Hook type: Result / transformation Angle: Transformation Format: Static image or carousel — Instagram Feed (4:5)
Visual: Split image — left side shows a dog in a shelter setting (muted, somber), right side shows the same dog happy and thriving at home with Kismet bag visible. The transformation is immediate and emotional.
Asset ID: 754 — Shelter to Home Transformation
Headline A: From the shelter to this. That’s Kismet. Headline B: Day 1 at the shelter. Day 30 with Kismet. Headline C: Every rescue pup deserves a real start.
Body (short): Rescue orgs trust Kismet to send adopted dogs home with clinically proven food. Freeze-dried Nugs. Gut-loving probiotics. Visible results in days. 30% off your first bag.
Body (long): A shelter dog’s first meal at home matters more than you think.
That’s why rescue organizations like Muddy Paws NYC choose Kismet — the only dog food with freeze-dried Nugs baked right in, clinically proven to improve gut health in 96% of dogs.
Shinier coat. Better digestion. More energy. Your pup doesn’t have to come from a shelter to deserve this. But the ones who do? They get it from day one.
30% off your first subscription. Every sale helps a dog in need.
CTA: Shop Now CTA alt: See the Difference
Concept 3: “Adoption Day Kit” — Flat Lay / Product Story
Segment: Rescue Parents + Premium Switchers Hook type: Curiosity Angle: Problem-solution / convenience Format: Static image — Instagram Feed (1:1)
Visual: Overhead flat lay of an “adoption day kit” — Kismet bag, leash, collar, toy, bowl with visible Nugs, adoption paperwork. Everything a new dog parent needs on day one.
Asset ID: 755 — Adoption Day Flat Lay
Headline A: Everything your rescue pup needs. Day one. Headline B: The adoption day starter pack. Headline C: What’s in the bag rescue orgs actually recommend?
Body (short): When shelters send dogs home with Kismet, they’re not guessing. Clinically proven nutrition with freeze-dried Nugs in every scoop. Real food. No fridge. 30% off your first order.
Body (long): New dog? Here’s what the rescue orgs pack:
Kismet — the only dog food that combines premium kibble with freeze-dried Nugs for clinically proven gut health. 96% of dogs showed improvement.
No fridge needed. No complicated prep. Just pour and watch your pup go for it.
Rescue organizations trust us with their most important job — sending a dog home with real food. We think your dog deserves the same start.
30% off your first subscription order.
CTA: Get the Starter Kit ($97) CTA alt: Shop Now — 30% Off
Concept 4: “Proof + Purpose” — Retargeting
Segment: Retarget people who engaged with Concepts 1-3 but didn’t purchase Hook type: Authority / social proof Angle: Trust / value Format: Static image — Instagram Feed (4:5)
Visual: Happy, healthy dog with glossy coat in a home setting. Kismet bag visible in background. The dog looks like it’s thriving — bright eyes, relaxed posture. This is the “result” shot.
Asset ID: 756 — Thriving Rescue Dog
Headline A: 96% of dogs had better gut health after switching to Kismet. Headline B: Still thinking about Kismet? Here’s the data. Headline C: Clinically proven. Rescue approved. Your dog’s next food.
Body (short): You saw the story. Here’s the proof. 96% of dogs in clinical trials showed improved gut health on Kismet. Freeze-dried Nugs. Pre and probiotics. No fridge needed. 30% off — last chance.
Body (long): You stopped for the rescue story. Now here’s why the food matters.
Kismet isn’t just trusted by rescue orgs — it’s clinically proven. 96% of dogs showed improved gut health. Real chicken and superfoods with freeze-dried Nugs in every scoop.
Your dog doesn’t need to be rescued to eat like one. Shinier coat. Firmer poops. More energy. Results you can see in days.
30% off your first subscription. Your dog was made for you — we made their food.
CTA: Get 30% Off CTA alt: Try Kismet — 30% Off
Copy Notes
Voice compliance:
- Uses “pet parents” (never “pet owners”) ✓
- First person plural (“we”, “our”) ✓
- “Nugs” not “nuggets” ✓
- Tone: warm, smart, not preachy — “Cool Aunt/Uncle” ✓
- Oxford comma ✓
Messaging tiers used:
- Tier 1: “MADE FOR EACH OTHER” — adapted as “Your dog was made for you. We made their food.”
- Tier 2: “Fresh Food Without the Fridge” — adapted as “No fridge needed”
- Tier 5: Quality of Life — clinical proof stat
- Tier 6: Social Proof — “96% of dogs showed clinically improved gut health”
What makes these different from The Farmer’s Dog ads: TFD runs polished, emotional ads with 50% off hooks. Their creative is studio-quality and feeling-forward, no data. Kismet’s rescue campaign counters with authenticity (real UGC), clinical proof (data TFD can’t match), and a mission story (rescue partnership) that TFD doesn’t have. The 30% off first subscription is a strong offer without being as aggressive as TFD’s 50% (which trains customers to expect deep discounts).
Testing Plan
Phase 1: Hook Test (Week 1-2) — $1,500
Test which creative concept stops the scroll.
| Ad | Hook | Budget | Success Metric |
|---|---|---|---|
| Concept 1: Original Post | Social proof (organic UGC) | $375 | CTR + engagement rate |
| Concept 2: Shelter to Home | Transformation (before/after) | $375 | CTR + engagement rate |
| Concept 3: Adoption Day Kit | Curiosity (flat lay) | $375 | CTR + engagement rate |
| Each runs with Headline A | — | — | — |
Run against all 3 audience segments simultaneously using Advantage+. After 500 impressions per ad, pause the lowest performer. After $1,500 spent, identify the winning creative by CTR and engagement rate (saves + shares).
Kill criteria: CTR below 1.5% after 1,000 impressions = pause. Scale criteria: CTR above 2.5% = increase daily budget.
Phase 2: Copy Test (Week 2-3) — $1,500
Take the winning creative from Phase 1. Test copy variations.
| Test | What Changes | Budget |
|---|---|---|
| Headline A vs B vs C | Hook text only | $500 each |
Same creative image, same audience. Pure headline test. Winner is the copy with highest CTR.
Phase 3: Retargeting (Week 3-4) — $1,000
Launch Concept 4 (Proof + Purpose) targeting:
- People who watched 50%+ of any Reel from Phase 1-2
- People who engaged (liked, saved, commented) on Phase 1-2 ads
- People who visited kismetpets.com from an ad but didn’t purchase
Budget: $1,000 for retargeting. Expected ROAS: 4-6x (warm audience + clinical proof).
Phase 4: Scale (Week 5+)
If ROAS > 3x on Phases 1-3:
- Increase daily budget by 20% every 3 days on winning combos
- Expand lookalike audiences from purchasers
- Request more UGC from Muddy Paws adopters for fresh creative
- Test Reel/video versions of winning static concepts
Generated Assets
| Asset ID | Title | Format | Use In |
|---|---|---|---|
| 753 | Rescue Pup First Day Home | 4:5 | Concept 1 alt / Stories |
| 754 | Shelter to Home Transformation | 4:5 | Concept 2 |
| 755 | Adoption Day Flat Lay | 1:1 | Concept 3 |
| 756 | Thriving Rescue Dog | 4:5 | Concept 4 (retargeting) |
Note: Concept 1 should ideally use the ACTUAL Muddy Paws Instagram post, not a generated image. The generated asset (753) is a backup or can be used in Stories rotation.
Mentions
- Rescue parents (defines)
- Muddy Paws Rescue NYC (mentions)