Butternut Box

IMPLEMENTATION

Subscription UGC That Makes Routine and Convenience Visible

Butternut Box used UGC.NL to present fresh dog food and the subscription model in a clear and recognizable way within paid social. Instead of explanation-oriented ads, UGC was chosen in which real dog owners show how Butternut Box fits into their daily care and feeding routine.

Creators filmed the unboxing of meals, feeding their dog, and reactions during meal times. By showing the product in a fixed routine, it became immediately clear how simple the subscription works and what convenience it brings to owners.

By testing multiple creators and perspectives at the same time, Butternut Box could quickly determine which content conveyed the subscription model most clearly and built the most trust among new pet owners.

TARGETED CREATOR SELECTION

Because Butternut Box focuses on convenience, freshness, and health, the team selected creators who:

• Shared their daily care and feeding routine

• Showed how Butternut Box fits into it

• Mentioned the benefits for their dog (taste, health, convenience)

• Shared their personal experience as an owner

Through UGC.NL, Butternut Box could deploy these creators at scale, without extra production work or delays.

POSITIVE RESULTS

More subscriptions, higher customer value, and scalable growth

Strong performance improvement
The UGC campaigns achieved a ROAS of 22x, while the costs per subscription dropped to €10.20.

Higher customer lifetime value
As pet owners better understood the use and convenience of the subscription, the customer lifetime value increased by 2.1x.

Fast optimization
The content could go live directly and be easily optimized, resulting in quick iteration and scalability.

Sustainable acquisition and retention
UGC via UGC.NL forms a permanent pillar within the strategy of Butternut Box for both new subscriptions and long-term customer relationships.