MiraPet Growth Case Study
How we shifted a premium pet dental device from Amazon-only to DTC success, doubling revenue while maintaining healthy margins on a $249 ultrasonic dog toothbrush.
Brand Snapshot
Product
MiraPet — Swiss-engineered ultrasonic toothbrush kit for dogs & cats (ASP $249)
Key Markets
U.S. / EU
Primary Channels
Amazon (launch) → DTC website (Magento) + paid social
Team
1 growth lead, 3 freelancers (media buying, CRO, copy)
Starting Situation
Amazon-only sales, high FBA fees, zero paid-media data
Goal
Shift meaningful volume to owned channels, keep CAC < $110, double overall revenue, and protect margins on a high-ticket, one-time-purchase product
Growth Engine Overview
Paid Media & Creative Testing
What We Implemented
Meta Reels, TikTok Spark Ads, YouTube Shorts—silent brushing demos, plaque "wipe-off" reveals. Daily creative sprints; ad spend ramped $150 → $1,900/day.
Result
Blended ROAS 3.5×; CAC held at $108 on $249 ticket.
Channel Mix Shift
What We Implemented
Added Magento storefront with one-click Shopify-to-Magento migration; pixel fires set up for attribution. Banner on Amazon PDP drove traffic to "bundle-only-on-website" landing page.
Result
27% of unit sales moved from Amazon to site in 90 days, saving an average $28 per unit in FBA fees.
Conversion-Rate Optimisation
What We Implemented
70+ Google Optimize tests: FDA badge placement, "anaesthesia-free" USP, Klarna Pay-in-4 widget, 3-step checkout vs 5-step.
Result
CVR up 1.5% → 3.0%; site AOV +19%.
Lifecycle & Education
What We Implemented
Post-purchase email series "Healthy Smile in 30 Days" with usage tips and vet-authored articles. CX macro answers for common objections (noise, battery life).
Result
Email flow drove 18% of monthly revenue via accessory upsells (extra brush heads).
Organic UGC Flywheel
What We Implemented
Customers organically posted plaque-removal videos on TikTok; we secured permissions and whitelisted best clips. No paid influencers or vet deals.
Result
UGC-powered ads delivered 20% of total sales at ROAS 6×.
Margin Tactics
What We Implemented
Reduced packaging weight 11% → lower dimensional freight; negotiated brush-head COGS –6%.
Result
Extra $17 unit margin, reinvested into paid spend without breaching CAC cap.
Key Metrics & Milestones
Tool Stack & Data Sources
Core Platforms
- • Magento (storefront & checkout)
- • TikTok Ads Manager, Meta Business Suite, Google Ads
- • Google Optimize for A/B tests
Analytics & Intelligence
- • Jungle Scout & Amazon Brand Analytics for demand signals
- • Google Looker Studio dashboards (ad spend vs unit margin)
Five Takeaways for High-Ticket Pet Hardware Brands
1. Own the channel, own the margin
Carving sales away from Amazon shaved fees and funded more ad scale.
2. Micro-proof beats celebrity
Authentic customer plaque videos out-performed polished shoots by 40% CTR.
3. BNPL lifts cart size
Pay-in-4 increased bundle AOV nearly 20% without discounting.
4. Education closes the sale
Post-purchase tutorials cut support tickets and generated accessory add-ons.
5. Relentless testing compounds
70+ CRO tests delivered a full percentage-point CVR win in under 90 days.
Ready to scale your premium pet brand?
This case study demonstrates proven strategies for shifting sales from Amazon to DTC and implementing BNPL for pet products optimization.