Molly Mutt Europe — Meta Advertising

Molly Mutt Europe sells dog bed covers that owners stuff with old clothes and pillows instead of buying new filling. For a DCI group assignment, three of us planned a two-week Meta campaign for the German market: who to reach, what to say, and how to find out which message works.

The plan was built for a €300 budget and a planned flight of 5–18 October 2026. Everything on this page is planning work. I am not reporting any campaign results.

A solo-run brand with a small paid budget needs to explain an unusual idea — “stuff the bed with what you already own” — to people who have never heard of it. €300 over two weeks is too little for Meta to optimise towards purchases, so the campaign had to pick a goal it could actually learn from.

• Dog owners in Germany, all genders, aged 25–55
• Already live sustainably: recycle, buy organic, avoid fast fashion
• Trust verified certifications such as GOTS and Oeko-Tex more than green marketing language
• Frustrated by “eco-friendly” claims that nobody can check, and by sustainable pet products that look cheap
• Built in Ads Manager as an Advantage+ audience: dog-related interests, Engaged Shoppers, mobile users — estimated size 63,800–75,000 (Ads Manager, 24 Sept 2026)

Website traffic. Bring eco-minded dog owners in Germany from Facebook and Instagram to mollymutt.eu so they can learn about the upcycling concept. Primary KPI: cost per click, measured through landing page views and UTM-tagged sessions in Google Analytics.

• One campaign, one ad set, four ads. Because every ad competes for the same people, a winning ad wins because of the creative, not the targeting.
• Placements on Facebook and Instagram Feed, Stories and Reels — Facebook for cheaper reach, Instagram for a design-conscious audience.
• Hypothesis 1, recycling angle: a video shows old clothes becoming a bed, so it should earn more engagement than a static image. Two video hooks were prepared: a statement (“Every year, old dog beds end up in… landfill”) and a question (“Where does your old dog bed end up?”).
• Hypothesis 2, trust angle: a carousel led by an independent product test gives proof people don’t have to take on trust. Two carousels use the same four cards in a different order — social proof first versus sustainability first.
• Creatives were adapted from assets that already exist in the brand’s library, keeping production cost near zero.
• Every ad carries its own utm_content value so each hook can be read separately in Google Analytics.

• Worked in a team of three DCI students; we shared research, structure and presentation.
• Contributed to the audience research and buyer persona.
• Wrote ad copy in English and German: five primary texts, five headlines and five descriptions, each checked against Meta’s character limits.
• Helped define the A/B test logic: change one thing per test so the result can be explained.
• Presented part of the strategy to the class.

• Meta Ads Manager
• Canva
• Google Analytics 4 (UTM tracking plan)
• AI-assisted copy drafting

Target benchmarks — planning values, not results

Planned budget, 5–18 Oct 2026

€300

Target cost per click

€0.45–0.60

Target clicks

500–665

Target CTR, as a secondary health check

> 2%

These are targets set during planning. No performance data is reported on this page.

• Budget determines the campaign objective. With €300, a traffic objective gives Meta enough signals to optimise; a purchase objective would not generate sufficient conversion data.
• Testing one audience and one variable at a time keeps results clear and easy to attribute.
• Audiences that are sceptical of sustainability claims respond to proof they can verify. This mirrors my experience in hospitality: guests trust other guests more than the brochure.
• Writing bilingual ad copy within strict character limits requires reducing the message to its single most important idea.