campaign_id: null created_at: ‘2026-03-11T18:59:36.228480+00:00’ dashboard_url: https://dashboard.kismetpets.com/context/dtc_ads/17/ experiment_id: null id: 17 product_id: null skill: dtc_ads title: Instagram Ad Strategy — “Better Bites, Bigger Boosts” Shakers + Squares Bundles (Full Funnel) updated_at: ‘2026-03-11T18:59:36.228496+00:00’
Instagram Ad Strategy — “Better Bites, Bigger Boosts” Shakers + Squares Bundles (Full Funnel)
dtc_ads · 2026-03-11
Instagram Ad Strategy: “Better Bites, Bigger Boosts” Bundles
Shakers + Squares Bundle Campaign | Full Funnel | Budget: Under $5K/mo Landing page: kismetpets.com/pages/landings/better-bites-bigger-boosts
Campaign Overview
What we’re selling: Shakers (functional meal toppers, 17.99) bundles at a savings vs. buying separately.
Why bundles work here: Shakers and Squares serve two different moments in a pet parent’s day — mealtime (Shakers boost the bowl) and reward time (Squares for training, walks, bonding). The bundle positions Kismet as the brand that covers both, making the value story about completeness, not just discount.
Strategic angle: This campaign layers on top of the “Root Cause Fix” positioning (v3). The food is the foundation. Shakers + Squares are the upgrade — the “you’re already doing something great, now do more” play. We’re not leading with gut health here. We’re leading with the everyday ritual of making your dog’s day better, backed by the functional credibility Kismet already owns.
Landing page role: All traffic drives to the dedicated bundle LP. The ads do the emotional/curiosity work; the LP does the conversion work. Ads should NOT try to close the sale — they should create enough intrigue or desire to earn the click.
Audience Strategy (Full Funnel)
Layer 1: Prospecting — Cold Audiences (~50% of budget = ~$2,500/mo)
Interest-based targets:
- Dog owners + premium pet food interest
- Dog owners + dog treats/training treats interest
- Dog health/nutrition enthusiasts
- Freeze-dried dog food/raw dog food interest
- Lookalikes of existing Kismet customers (1-3%)
Demographic lens: 25-45, skewing female, urban/suburban, HHI $60K+. These are people who think of themselves as “dog parents,” not “dog owners.”
Creative goal at this stage: Pattern interrupt → curiosity → click. They don’t know Kismet. Don’t explain the brand — make them want to know more.
Layer 2: Retargeting — Warm Audiences (~35% of budget = ~$1,750/mo)
Audiences:
- Website visitors (last 30 days) who didn’t purchase
- Engaged with Kismet IG/FB content (last 60 days)
- Added to cart but didn’t complete purchase
- Visited the bundle LP but bounced
- Email subscribers who haven’t purchased
Creative goal at this stage: Overcome the hesitation. These people already showed interest. The ad should answer the unspoken objection: “Is it worth it?” “Will my dog actually like it?” “What am I getting?”
Layer 3: Existing Customers — Cross-Sell (~15% of budget = ~$750/mo)
Audiences:
- Past purchasers of Kismet food (haven’t tried Shakers or Squares)
- Past purchasers of only Shakers OR only Squares (haven’t bundled)
- Subscribers (upsell the bundle into their routine)
Creative goal at this stage: “You love the food. Complete the routine.” This is the easiest conversion — they already trust Kismet. The ad just needs to introduce the bundle as the logical next step.
Creative Concepts (6 Ad Concepts Across Funnel)
CONCEPT 1: “The Shake + The Square” (Prospecting — Static Carousel)
Format: 3-slide carousel (1:1 for feed)
Slide 1: Close-up of Shakers being shaken over a bowl of kibble + nugs. Product in action, dynamic motion blur on the shaker. Text overlay: “Boost the bowl.”
Slide 2: Dog getting a Square as a treat — hand-to-mouth moment, dog’s eyes lit up. Text overlay: “Reward the good.”
Slide 3: Both products side by side, bundle pricing shown. Text overlay: “Better together. Save on the bundle →”
Caption: “Mealtime boost + treat time reward. Our Shakers add functional nutrition to every bowl (think hip & joint, skin & coat, or multivitamins — freeze-dried chicken your dog will lose it over). Our Squares are slow-cooked with real beef or salmon and packed with superfoods.
Bundle them. Save money. Make every meal and every moment count.
🔗 Link in bio or tap to shop the Better Bites, Bigger Boosts bundle.”
Why it works: Simple product education for cold audiences. Two products, two moments, one bundle. No heavy clinical messaging — just a clear, warm introduction.
CONCEPT 2: “One Day with Kismet” (Prospecting — Reels/Stories Video)
Format: 9:16 Reels (15-30 sec)
Script/storyboard:
- 0-3s: Morning light. Dog stretches awake. Text: “6:47 AM”
- 3-7s: Pet parent shakes Shakers over the bowl. Satisfying shake sound. Dog watches intently. Text: “Breakfast boost: Hip & Joint Shakers”
- 7-12s: Quick cuts: walk, park, playing. Normal good day stuff.
- 12-18s: Back home. Dog sits for a treat. Pet parent breaks a Square, gives it. Dog crunches happily. Text: “The reward: Slow Cooked Beef Squares”
- 18-22s: Dog curled up, content. Text overlay: “Better bites. Bigger boosts.”
- 22-25s: End card: bundle image + “Save on the bundle → link in bio”
Caption: “The daily routine, upgraded. Shakers in the morning. Squares for being the best boy. Bundle both and save → link in bio”
Audio: Trending lo-fi or acoustic track (check IG audio library for what’s working that week). The shake sound of the Shakers should be audible and satisfying — ASMR-adjacent.
Why it works: Shows the products in real life rhythm. No hard sell. Just a day in the life that happens to look really good. This is native IG content that doesn’t feel like an ad.
CONCEPT 3: “Shake It Don’t Fake It” (Prospecting — Static Single Image)
Format: 1:1 static for feed
Visual: Flat lay or slightly angled overhead shot: open Shakers container next to a bowl of food with the topper being mid-shake (freeze-frame effect). A few Squares scattered artfully nearby. Clean, bright, editorial food photography style — think Bon Appétit but for dogs.
Text overlay (on image): “Shake it, don’t fake it.” Subtext: “Functional toppers + slow-cooked treats. Bundle & save.”
Caption: “Your dog’s food called. It wants a boost.
Our Shakers are freeze-dried chicken toppers packed with real functional ingredients — glucosamine for joints, omega-3s for skin, or a full multivitamin blend. Shake it over any food.
Pair it with our Slow Cooked Squares (real beef or salmon, antioxidant-rich superfoods) and you’ve got mealtime + treat time covered.
Bundle and save → link in bio”
Why it works: The headline is catchy, on-brand (cool aunt energy), and slightly irreverent. The overhead food-styling approach elevates the products visually. Good scroll-stopper for feed.
CONCEPT 4: “What Changed” (Retargeting — Testimonial-Style Static or Carousel)
Format: 1:1 static or 2-slide carousel
Visual approach: Text-forward design on brand-colored background. Looks like a pulled quote or text message screenshot.
Slide 1 (or single image): Large quote text: “I started shaking the Hip & Joint Shakers on her food and giving Squares as training treats. She’s moving better AND she actually listens now because she’s obsessed with the Squares.” — Small text below: “Kismet pet parent”
Slide 2 (if carousel): Product bundle shot + “Try the bundle that changed their routine → Save now”
Caption: “Real results. Real routines. The Better Bites, Bigger Boosts bundle pairs our functional Shakers (toppers your dog will beg for) with our Slow Cooked Squares (treats made with real meat and superfoods).
Pet parents are bundling both — and their dogs are thriving.
Save on the bundle → link in bio”
Why it works: Social proof is the most effective retargeting creative. These people already showed interest — a relatable customer voice gives them permission to convert. (Note: pull real reviews/testimonials if available; if not, use aggregated voice-of-customer themes from voice mining.)
CONCEPT 5: “The Math” (Retargeting — Static)
Format: 1:1 static for feed
Visual: Clean, graphic-design-forward. Split screen or comparison layout.
Left side: “Buying separately” — Shakers (17.99) = [full price total] Right side: “The bundle” — [bundle price] with savings amount highlighted in brand accent color.
Bottom text: “Better bites. Bigger boosts. Better price.”
Caption: “We did the math so you don’t have to.
Shakers (functional toppers with freeze-dried chicken + joint support, skin health, or multivitamins) + Squares (slow-cooked treats with real beef or salmon + superfoods) = the full Kismet upgrade.
Bundle them and save → link in bio”
Why it works: For the “I’m interested but is it worth it?” retargeting audience, showing the exact savings removes the last rational objection. Clean, no-BS creative that respects their intelligence.
CONCEPT 6: “Complete the Set” (Existing Customers — Stories/Feed Static)
Format: 9:16 Stories or 1:1 feed
Visual: Product shot of Kismet food bag(s) they already buy, with Shakers and Squares arranged next to it. Text overlay: “You’ve got the food. Now complete the routine.”
Caption (feed version): “Already feeding Kismet? Your dog’s going to love this.
Our Shakers turn mealtime into a functional nutrition moment — just shake it on. Hip & Joint, Skin & Coat, or Multivitamin. Pick your boost.
Our Slow Cooked Squares are the treat that actually does something — real meat + superfoods in every bite.
Bundle them together and save → link in bio”
Stories version: Quick 3-frame story: Frame 1 (food bag — “You already know”) → Frame 2 (Shakers + Squares — “Now upgrade the routine”) → Frame 3 (Bundle offer — “Save on the bundle” with swipe-up/link sticker)
Why it works: The most efficient conversion in the campaign. Existing customers need zero education on brand trust — they just need to know the products exist and that there’s a bundle deal.
Budget Allocation ($5K/mo)
| Funnel Stage | Budget | Audiences | Primary Concepts |
|---|---|---|---|
| Prospecting | $2,500 (50%) | Interest + lookalike | Concepts 1, 2, 3 |
| Retargeting | $1,750 (35%) | Site visitors, engagers, cart abandoners | Concepts 4, 5 |
| Cross-sell | $750 (15%) | Past purchasers | Concept 6 |
Notes on budget at this level:
- $5K is a test-and-learn budget. Don’t spread across too many ad sets — run 2-3 prospecting ad sets max, 1-2 retargeting, 1 cross-sell.
- Start with Concepts 1 and 3 for prospecting (lowest production cost, fastest to launch). Layer in Concept 2 (video) once you see which audiences respond.
- Retargeting should run Concepts 4 and 5 simultaneously — let Meta optimize between them.
- Cross-sell (Concept 6) can run as organic Stories too, not just paid. Maximize that $750.
Campaign Structure in Meta Ads Manager
Campaign 1: Prospecting — “Better Bites Bundle — Cold”
- Objective: Traffic or Conversions (if pixel is well-trained, use Conversions optimized for Landing Page Views initially, then shift to Purchase once you have 50+ purchase events/week)
- Ad sets: 2-3 audience segments (interests, lookalikes, broad)
- Ads per ad set: 2-3 creatives (Concepts 1, 2, 3)
- Placement: IG Feed, IG Reels, IG Stories (let Meta auto-place, but review placement reports weekly)
Campaign 2: Retargeting — “Better Bites Bundle — Warm”
- Objective: Conversions (optimized for Purchase or ATC)
- Ad sets: 1-2 (site visitors + engagers combined, or split if audience is large enough)
- Ads per ad set: 2 creatives (Concepts 4, 5)
- Frequency cap: Monitor closely — retargeting under $2K/mo can fatigue fast. If frequency exceeds 3x/week, rotate creative.
Campaign 3: Cross-Sell — “Better Bites Bundle — Customers”
- Objective: Conversions (optimized for Purchase)
- Ad set: 1 (past purchasers, exclude recent bundle buyers)
- Ads: 1-2 (Concept 6 variants)
- This can also run as a Catalog/Dynamic ad if Shopify feed is connected.
Copy Framework & Brand Voice Notes
Tone reminders (per brand guidelines):
- Cool Aunt energy — warm, knowing, never preachy
- Use “pet parents” not “pet owners”
- Product vocabulary: “Shakers” (not toppers), “Squares” (not treats generically)
- First person plural: “we” and “our”
- Funny is good, goofy is not. Smart is good, scholarly is not.
Headline formulas that work for this bundle:
For prospecting:
- “Boost the bowl. Reward the good. Bundle both.”
- “Your dog’s meals and treats, upgraded.”
- “Shakers + Squares = the full routine.”
- “The tastiest way to do more for your dog.”
For retargeting:
- “Still thinking about it? Your dog isn’t.”
- “The bundle pet parents keep coming back for.”
- “[X]% saved when you bundle Shakers + Squares.”
For cross-sell:
- “You’ve got the food. Now complete the set.”
- “The upgrade your dog’s been waiting for.”
- “Add Shakers + Squares to your routine — and save.”
CTA hierarchy:
- Primary: “Shop the bundle” / “Save on the bundle”
- Secondary: “See what’s inside” / “Build your bundle”
- Avoid: “Buy now” (too aggressive for cold), “Learn more” (too passive for retargeting)
Testing Plan (Weeks 1-4)
Week 1-2: Launch & Learn
- Launch Concepts 1 + 3 (prospecting), Concept 4 + 5 (retargeting), Concept 6 (cross-sell)
- Monitor: CTR, CPC, LP view rate, cost per LP view
- Kill anything with CTR below 0.8% after 1,000 impressions
- Goal: Identify which prospecting concept and audience drives cheapest qualified traffic
Week 3: Optimize
- Pause underperformers, reallocate budget to winners
- Launch Concept 2 (video) if Reels placement is showing strong engagement
- Test caption length: short (2 lines) vs. medium (full caption) on winning concepts
- A/B test headlines on retargeting ads
Week 4: Scale & Report
- Double down on top 1-2 creatives
- Pull cohort data: are bundle LP visitors converting? What’s the add-to-cart rate?
- Calculate: cost per LP view, cost per ATC, cost per purchase, ROAS
- Decision: scale budget, iterate creative, or pivot angle
Key metrics to track:
- Cost per link click (target: under $1.50)
- Landing page view rate (target: 70%+ of link clicks)
- Cost per landing page view (target: under $2.50)
- Add-to-cart rate on LP (target: 8-12%)
- Cost per purchase (benchmark against AOV — if bundle is ~20 for retargeting, under $35 for prospecting)
- ROAS (target: 2x+ on retargeting, 1x+ on prospecting in test phase)
Creative Production Notes
What you need to produce:
- 2-3 product flat lays or styled shots (Shakers + Squares together) — overhead and angled
- 1 short-form video (15-30 sec) for Concept 2 — can be shot on iPhone, natural light, real dog
- Text-forward templates in Canva or design tool for Concepts 4 and 5
- Existing product photography from the Kismet library can be used for Concepts 1, 3, and 6
Design specs:
- Feed: 1080x1080 (1:1) or 1080x1350 (4:5 — this gets more real estate in feed)
- Stories/Reels: 1080x1920 (9:16)
- Text safe zone: keep key text within center 80% for Stories/Reels
- Brand colors and typography per Kismet guidelines
Quick-win creative idea: Film 3-5 dogs reacting to Shakers being shaken (the sound gets them every time). Compile into a 15-sec Reel. Text overlay: “The sound that makes every dog come running. 🔊” + end card with bundle offer. This is pure organic-feeling content that doubles as a paid ad.
One Thing to Watch
With under 5K, you're running a test — not a scale campaign. The most important outcome isn't immediate ROAS, it's learning: which audience responds, which creative resonates, and what the LP conversion rate looks like. If you find a creative/audience combo that works, this becomes the blueprint for scaling to 10-15K+.
Also: make sure the landing page has UTM parameters set up for each ad set so you can track which funnel stage is driving actual purchases, not just clicks.
Mentions
- “Better Bites, Bigger Boosts” — Shakers + Squares bundle campaign (defines)
- Slow Cooked Squares (treats) (defines)
- Shakers (functional meal toppers) (defines)