Coat Defense DTC Case Study: How A Equine & Pet Skincare Brand Added $699,786 in Monthly Revenue
After years of burning cash on ads, Meta completely shut down Coat Defense's account. We stepped in, rebuilt everything from scratch, and turned the channel into brand’s biggest moneymaker.
Natural, Chemical-Free Equine and Pet Skincare Products
Coat Defense makes powders, pastes, and shampoos for horses, dogs, and cats, helping to promote general skin health and treat scratches, rain rot, and fungus. Second sentence needs no changes.
Founded by Vince and Sandy Polentes, the brand has earned a loyal following by replacing harsh chemicals with safe, transparent, proven formulas.
What Was Holding Coat Defense Back?
Targeting missed the niche audience entirely. By 2023, Meta had shut the ad account down after repeated unprofitable acquisition.
Revenue collapsed between 2020 and 2022
Meta Ads shut down after unprofitable spend
Generic creative missing a niche audience
Multiple agencies failed to deliver strategic direction
Email and SMS channels left underused
A Five-Step DTC Playbook
Coat Defense had its Meta account shut down after years of unprofitable spend. Olifant Digital rebuilt the full DTC channel from scratch and scaled it to nearly a million a month.
Produced UGC-style creative for horse and pet owners
Built seasonal messaging around customer pain points
Rebuilt email flows and took over newsletter management
Lifted conversion to grow revenue per visit
Restored profitable paid scale across Meta and Google
The Numbers Speak for Themselves.
After Olifant Digital rebuilt the full DTC channel from scratch.
Full channel rebuild after Meta shutdown
Of total revenue from owned channels
Lifted through disciplined A/B testing
"Olifant Digital helped us 4x our revenue profitably by handling our ad creatives, Meta and Google media buying, and Amazon management. They're organized, results-driven, and have become true partners in our growth."
.svg)
Want Results Like Coat Defence?
Olifant Digital took a brand whose ads had been shut down and rebuilt it to a near $1M monthly run rate. If your DTC channel needs rebuilding for a niche audience, let's drive that growth story together.
Frequently Asked Questions
What was Coat Defense's biggest challenge before working with Olifant Digital?
Meta shut the ad account down after years of unprofitable spend. Generic creative was missing a highly specific niche audience.
What did Olifant Digital do differently for Coat Defense?
Built UGC-style creative for horse and pet owners before touching ad spend. Added seasonal messaging around real customer pain points, rebuilt email flows from scratch, A/B tested high-traffic pages, and managed Meta and Google daily against ROI targets.
How does Olifant Digital approach niche DTC audiences that generic creative can't reach?
We research the audience before we produce anything. Horse and pet owners respond to authenticity. The creative has to look like it came from someone who understands their world.
Meta Ads, Google Ads, Performance Creative, Conversion Rate Optimization, and Email and SMS Marketing.
What services did Olifant Digital provide to Coat Defense?
What results did Coat Defense achieve with Olifant Digital?
$699K added in monthly DTC revenue. Scaled to nearly $1M per month. Email grew to 30% of total revenue. Conversion rate lifted 34%. Average order value lifted 12% across the catalog.
More Client Results
.svg)
.svg)
Apply for a free marketing plan
See exactly how we’d scale your brand before you commit to anything.
