Coat Defense DTC Case Study: How a dog & horse care brand added $699,786 in monthly revenue
After years of losing money on Meta ads, Coat Defense shut the platform down entirely. We rebuilt it from scratch and turned Meta into the brand's biggest revenue source.
Natural, chemical-free equine and pet skincare products
Coat Defense makes powders, pastes, and shampoos that have helped hundreds of thousands of horses, dogs, and cats with skin problems: scratches, rain rot, fungus, and yeast.
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. Coat Defense cycled through multiple agencies, none made Meta profitable, and the brand shut the platform down.
Meta Ads shut down after unprofitable spend
Generic creative missing a niche audience
Low conversion rate
Email and SMS produced under 20% of revenue
Multiple agencies failed to deliver profitable growth
A five-step DTC playbook
Coat Defense turned off Meta ads after years of agencies couldn't make the spend profitable. Olifant Digital rebuilt the account from scratch and added $699,786 in monthly DTC revenue.
Produced UGC-style creative for horse and pet owners
Built seasonal messaging around customer pain points
Rebuilt email flows and took over newsletter management
Increased conversion rate and built a landing page per angle
Profitable growth
![Coat Defense [Ecommerce]](https://cdn.prod.website-files.com/67d954d376c7cb7cb2b7ae9a/6a5a0686ce811474fd04fff3_1.webp)
![Coat Defense [Ecommerce]](https://cdn.prod.website-files.com/67d954d376c7cb7cb2b7ae9a/6a5a068a2419b16d7640ebe9_2.webp)
![Coat Defense [Ecommerce]](https://cdn.prod.website-files.com/67d954d376c7cb7cb2b7ae9a/6a5a068e3a663fe88b34fb02_3.webp)
![Coat Defense [Ecommerce]](https://cdn.prod.website-files.com/67d954d376c7cb7cb2b7ae9a/6a5a0692f8e35f22149b20f3_4.webp)
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."
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Want results like Coat Defence?
From paid acquisition shut off entirely to $699,786 added per month. If you want profitable growth, apply for your free marketing plan.
Frequently asked questions
What was Coat Defense's biggest challenge before working with Olifant Digital?
Coat Defense turned Meta ads off after years of unprofitable spend. Generic creative was failing to convert a very specific niche audience.
What did Olifant Digital do differently for Coat Defense?
Produced creative made for horse and dog owners specifically, around 80 ads per month across video and image, with angles matched to each product's solution and season. Built custom landing pages per ad angle, A/B tested every key page from homepage to checkout, added cross-sells and subscriptions, rebuilt email flows from scratch, and managed Meta and Google daily against new-customer CPA targets.
How does Olifant Digital approach niche DTC audiences that generic creative can't reach?
We research the audience before producing anything, starting with the real problems they deal with and when those problems happen. Rain rot appears in the wet months, summer sores and yeast in the heat, and an ad about the wrong problem at the wrong time gets ignored no matter how good it looks. We match the creative to the problem the buyer has right now, then testing decides which angles scale.
What services did Olifant Digital provide to Coat Defense?
Meta Ads, Google Ads, Performance Creative, Conversion Rate Optimization, and Email and SMS Marketing.
What results did Coat Defense achieve with Olifant Digital?
$699,786 added in monthly DTC revenue, taking the brand from paid acquisition shut off entirely to nearly $1M per month in total. Email and SMS grew to 30% of revenue, conversion rate increased 34%, and average order value increased 12% across the catalog.
More client results
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