Scaling a Pet Care Startup: Yourgi's Full-Funnel Launch Strategy

Overview

Yourgi partnered with 5WPR to support the launch of its innovative pet care platform in the Dallas-Fort Worth and Denver markets, with the goal of building awareness, driving user acquisition, and establishing marketplace demand ahead of launch. As a start-up entering the highly competitive pet care industry, Yourgi needed to simultaneously attract both service providers (Yourgi Pros) and consumers to ensure marketplace viability from day one. Through a strategic full-funnel digital marketing campaign, 5W helped position Yourgi for a successful launch while driving measurable growth across multiple digital platforms.

Challenge

As a new entrant in the pet care marketplace, Yourgi faced the unique challenge of needing to build both sides of its business simultaneously, recruiting qualified service providers while also generating consumer demand. Without existing brand recognition and operating in a crowded space dominated by established players like Rover, Wag, and Petco, Yourgi needed to overcome skepticism from both audiences while proving the platform's value. The campaign required a flexible, data-driven strategy to continuously optimize messaging, creative, and platform allocation in order to maximize sign-ups, bookings, and long-term growth.

Strategy

5W developed and executed a comprehensive full-funnel pet marketing strategy targeting both prospective Yourgi Pros and consumers across Meta, Google, TikTok, and LinkedIn. Initial campaigns focused on testing platform performance, audience behavior, and creative messaging to identify the most effective channels for acquisition. As performance data emerged, budget allocations were strategically optimized toward Meta, which proved to be the strongest-performing platform with acquisition costs up to 85% lower than TikTok and Google. For service provider recruitment, LinkedIn was leveraged to target highly qualified candidates through hyper-specific job title and interest-based targeting, reaching users seeking part-time pet-related opportunities or ways to expand their professional services. Following launch, the campaign evolved to prioritize bookings and sustained sign-up momentum through an integrated mix of branded creative, user-generated content, and whitelisted social assets. Search marketing efforts were expanded across Google to capture high-intent consumers actively searching for pet care, grooming, and related services, helping drive conversion-focused traffic at scale.

Results

The campaign delivered strong marketplace growth and exceeded launch-phase acquisition goals across all target channels.

Over the course of the campaign, 5W generated:

• 5,900 Pro Sign-Ups
• 8,800 Consumer Sign-Ups
• 519 Total Bookings

Platform performance included:

• Meta: 30 million impressions, 3,200 Pro Sign-Ups at a $34 CPA, and 7,500 Consumer Sign-Ups at a $12 CPA
• Google: 1.7 million impressions, 1,750 Pro Sign-Ups at a $40 CPA, and 958 Consumer Sign-Ups at a $191 CPA
• TikTok: 16 million impressions, 918 Pro Sign-Ups at a $68 CPA, and 329 Consumer Sign-Ups at an $82 CPA
• LinkedIn: 2.1 million impressions, 5,900 Pro Sign-Ups at a $99 CPA, successfully attracting highly qualified provider candidates

Key Takeaways

This campaign demonstrated the power of a strategic, data-driven digital and performance marketing approach in launching and scaling a two sided marketplace within a highly competitive industry. By leveraging platform-specific targeting, creative optimization, and real-time performance insights, 5W successfully helped Yourgi build marketplace demand, drive user acquisition, and establish a strong foundation for long-term growth. The integrated campaign positioned Yourgi as an emerging player in the pet care space while delivering measurable business impact across provider recruitment, consumer engagement, and bookings.