The Challenge: Launch a new flea & tick tablet into a saturated UK pet market. Drive awareness and consideration in a low-interest, habitual category dominated by legacy brands. The risk: being ignored. The Idea: Make protection feel personal. Instead of product-first messaging, we embedded Advantage Chewable into real dog-owner moments: travel, walks, routine care, everyday life. 7 culturally aligned creators. Macro for scale. Micro for action. We didn’t sell a treatment. We normalised a habit. Dual Objective Paid Strategy Macro + Micro Architecture Story-Led Short Ads The Impact: 18 Assets 8.14M Impressions 1.45% Total Engagement Rate 5.39% Click Through Rate