Turning Social Traffic into Retail Demand

Happy Jack Social Media

“In terms of our store locator, which is what I look at as the central indicator of what’s working and what’s not, we have definitely seen an appreciation in locator loads. We can actually tell phone calls to dealers and directions, they are all up.” - Manning Exum, VP of Happy Jack

The problem

Happy Jack has sold trusted animal health products since the 1940s through independent retailers and dealers, its direct to consumer website, and Amazon. The brand wanted to expand awareness among dog owners while driving demand to its retail network and website.

Happy Jack needed a social strategy that could:

1. Reach more relevant dog owners and drive measurable traffic to the Happy Jack website and store locator.

2. Promote priority products while ensuring social activity translated into meaningful actions such as store searches, dealer calls, and directions.

The outcome

BUILDING A SOCIAL STRATEGY FOR RETAIL DEMAND

• Brand’s Best Friend established a consistent organic social cadence alongside paid campaigns designed to increase awareness and drive qualified traffic to Happy Jack’s website.

• Creative maintained Happy Jack’s recognizable brand identity while introducing more lifestyle focused, social native content and ongoing creative testing.

PROMOTING PRIORITY PRODUCTS

• BBF concentrated paid support around products Happy Jack wanted to grow, including Dermaplex, Otic Ear Cleansing Wipes, Itch No More, and DD 33.

• Product pages that previously saw limited activity began generating meaningful and engaged website traffic.

DRIVING HIGHLY EFFICIENT PAID MEDIA

• Paid social reached more than 31,000 people on approximately $624 in spend.

• Campaigns generated a $0.22 cost per link click and a 6.31% click through rate compared with a 1 to 2% industry benchmark.

• Link clicks increased approximately 40% and reach increased approximately 91%, while cost per landing page view improved 38%.

TURNING TRAFFIC INTO RETAIL INTENT

• Social traffic translated into actions that mattered most to Happy Jack, including store locator views, searches, calls, and directions to dealers.

• Over 30 days, store locator views increased 23%, searches increased 22%, and calls and directions increased 30%.

• Daily store locator searches reached a peak of 323 compared with a typical baseline of approximately 180 per day.

The result

Brand’s Best Friend helped Happy Jack turn social media activity into measurable retail demand. Store locator views increased 23% in 30 days, while searches, calls, and directions to dealers all grew.

Dealers also began receiving calls from shoppers requesting Happy Jack products by name, providing a strong indication that social activity was creating demand beyond the website and helping support retail placement and inventory decisions.

At the same time, paid media delivered efficient performance with a $0.22 cost per link click, a 6.31% click through rate, and more than 31,000 people reached on approximately $624 in spend. The campaign demonstrated that social media could do more than generate awareness for Happy Jack. It could drive qualified shoppers directly toward the brand’s retail network and products.

23%

Increase in store locator views in 30 days

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