Case Study: Miss Nelly's Canine Gourmet

The problem Good products, good reviews on Amazon — but an outdated website, inconsistent social, and no plan for turning attention into sales without constant discounting.

 

What I did

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• Started with a full audit — social channels, email list, blog, website — and turned it into a recommendations doc: SWOT, buyer persona, concrete next steps. That became the roadmap for everything that followed.

• Refreshed the Wix site as a stopgap: new holiday theme, social templates, email template, general cleanup.

• Ran their content for months — weekly blog posts, email sends, Facebook and Instagram, seasonal promos.

• Built their Shopify store from a design by guy@aimcreative.ca — organized the product data, cleaned up checkout, made it read premium instead of templated.

• Rewrote their messaging around actual customer reviews — simple ingredients, USA sourcing, gut health for sensitive stomachs — instead of generic pet-brand copy.

• Ran ad campaigns against what was already proven to work, rather than testing broad, unproven audiences.

• Built a ManyChat automation ahead of the July 4th promo: anyone who engaged with the ads got a DIY recipe page and VIP early access, warming up the list before the sale launched — built around their actual shipping thresholds, not a generic script.

• Fixed a copyright issue on an influencer video by swapping in cleared music so the ad could keep running.

 

Where things stand Still working with Miss Nelly's today, now on ongoing marketing and planning focusing on B2B.

Get in touch: darkhorsegraphics@telus.net