Part 1: Strategic Preparation Process Before spending a single euro on ads, I follow a rigorous two-phase preparation plan. Phase 1: Discovery & Strategy Define Business Objectives (SMART Goals): First, I work with the client to understand the core goal. Is it brand awareness, lead generation, or direct sales? For a new product launch like this, a typical goal would be: "Achieve a 4.0x ROAS and generate 1,500 leads within the first three months." Target Audience Deep Dive: I develop detailed audience personas. For a premium Slovak pet food, this would include: Demographics: Dog owners, aged 28-55, living in major Slovak and Czech cities (Bratislava, Prague, Brno), with medium to high disposable income. Psychographics: They see their pet as a family member. They value health, natural ingredients, and an active lifestyle (hiking, outdoor activities). They follow veterinarians, dog trainers, and pet influencers on social media. Competitive Landscape Analysis: I analyze what competitors are doing on Facebook and Instagram. What are their key messages? What visuals do they use? Where are their weaknesses? This helps us identify a unique position in the market. Creative Concept & Core Message: Based on the above, I lead the development of the creative strategy. For a brand inspired by the Tatra mountains, our concept could be: "Feed Your Pet's Inner Wolf" (Nakŕmte vlka vo svojom miláčikovi). This message connects the premium, natural ingredients to the wild, healthy spirit of the dog. Phase 2: Asset Production & Technical Setup Creative Asset Development: As the creative lead, I direct the production of all ad assets needed for a full-funnel strategy: Video Ads: A high-impact brand video showing dogs thriving in the beautiful Slovak mountains (for awareness). Carousel & Collection Ads: Showcasing the different product lines, highlighting key ingredients and their benefits (for consideration). Single Image Ads: Striking photos of the product and healthy-looking dogs for conversion-focused ads. Instagram/Facebook Stories: Vertical, engaging video and animated content for mobile-first audiences. Landing Page Optimization: I ensure the destination URL is optimized for conversions. The landing page must be fast, mobile-friendly, and have a clear call-to-action that reflects the ad's message. Facebook Pixel & Event Tracking: I ensure the Facebook Pixel is correctly installed on the website and that all crucial conversion events (View Content, Add to Cart, Initiate Checkout, Purchase) are firing accurately. Without this data, optimization is impossible. Part 2: Campaign Report: "Kriváž Pet Nutrition" This is the report from the 3-month launch campaign for "Tatranský Vlk" (Tatra Wolf), our premier grain-free product line, based on the preparation process above. Project: "Tatranský Vlk" Product Line Launch My Role: Creative Director & Ad Campaign Strategist Performance Dashboard (Q4 2024) Conclusion & Learnings The "Kriváž Pet Nutrition" launch was highly successful because we combined a strong emotional story with a meticulous, data-driven ad strategy. Creative is Key: Our "Feed Your Inner Wolf" concept and high-quality visuals allowed us to stand out in a competitive market and achieve a high CTR of 3.5%. Full-Funnel Works: The results clearly show that guiding the customer from an awareness video to a consideration carousel and finally a conversion offer yields the highest ROAS. Audience Insight: The campaign confirmed our hypothesis: the target audience responds extremely well to messaging that links their pet's health to a natural, active, and almost wild lifestyle. This project is a clear example of my ability to not only prepare a thorough multi-platform advertising plan but also to lead the creative execution that drives measurable commercial success.