The Challenge

Wufers was missing one of the highest-revenue windows in the pet industry: Q4 gifting season. They had limited paid media presence, no coordinated strategy between Meta and Amazon, and were leaving peak-season revenue on the table while competitors captured the holiday pet gifting market.

What We Did

We designed a cross-channel MER strategy built specifically for Q4. The insight was simple but often missed: pet gifting buyers don’t just exist on social media — they’re actively shopping on Amazon when intent is highest. Running Meta and Amazon in isolation means you’re missing the compounding effect of reaching the same buyer across both channels.

On Meta, we focused on top-of-funnel creative that built awareness and desire during the gifting consideration window. On Amazon, we captured that demand when it converted to high-intent search. Both channels fed into a unified MER target, so budget decisions were made based on blended efficiency rather than which channel looked better in its own dashboard.

We also front-loaded spend in early November, before CPMs spiked during BFCM. This meant Wufers was already winning market share while competitors were just starting to ramp up.

The Results

• $1.5M in Q4 revenue — generated across Meta and Amazon during peak gifting season
• 4.2x MER in Q4 — strong blended return on a compressed three-month timeline
• 13M Amazon impressions — massive top-of-funnel reach on the highest-intent platform

The Takeaway

Most DTC brands think of Amazon and Meta as separate channels with separate strategies. The brands that win Q4 treat them as one coordinated system — with one efficiency target and a unified view of the buyer journey.