Case Studies

Nulo Case Study

Premium North American pet food brand chose programmatic digital out of home (DOOH) to drive reach and awareness with active pet parents in the US

Channel DOOH

Epitaph Group

Nulo is a premium North American pet food brand based in Austin, Texas. Nulo’s products are scientifically formulated in collaboration with animal nutritionists and veterinarians and are packed with all the active ingredients pets need to unlock their potential.


Core Objective

Nulo, a premium North American pet food brand, was looking to drive reach and awareness and increase in-store traffic using programmatic digital out of home (DOOH), and position itself as the pet food of choice for active pet parents across the United States.



With a core focus on premium nutrition and performance-based fuel for pets, Nulo partnered with Simone Biles, the most decorated American gymnast in history and her two French Bulldogs, Lilo & Rambo.


With strong creative, Nulo’s next challenge was to reach the right audience at the right time. Leveraging the Hivestack platform’s “Custom Audience” solution, Nulo targeted two key audiences:


• Devices seen frequently in pet stores in the last 90 days


• Devices seen browsing health & fitness related content


In addition to driving mass awareness amongst these audiences, Nulo utilized the Hivestack “Proximity Geofencing” tool to ensure the ad appeared on DOOH screens within 5 miles of specific retail locations, PetSmart and Petco. Key DOOH venue types selected for the campaign included Billboards, TSAs, gyms, residential and transit screens across 50 US states.



At the end of its two-month flight time, the Nulo campaign achieved 72M impressions.

A post-campaign Brand Lift study was conducted to further understand the impact on exposed vs. non exposed audiences. Overall, the ad outperformed benchmarks with averages of 23% for Nulo versus 18% for average industry benchmark results. The study also observed a:


40% lift in brand interest (compared to a 25% industry benchmark)


38% lift in product consideration (compared to a 23% industry benchmark)


25% lift in brand familiarity (compared to a 13% industry benchmark)



“Hivestack’s platform allowed us to seamlessly integrate the client’s vision with targeted audience insights, in order to maximize Nulo’s campaign impact and reach. With Hivestack’s expertise, we were able to effectively engage our audience and while driving tangible results. Their cutting-edge technology and dedicated support truly elevated our campaign to new heights.”


Nicole Drutz, Associate Director, Client Services, OOHLabs


“We were excited to bring Nulo’s Simone Biles partnership to life in such an impactful way. Through Hivestack’s robust targeting capabilities and understanding of Nulo’s business needs, we were able to hone into our core target and maximize performance.”


Emily Clarey, Head of Marketing Strategy, Epitaph Group

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