Meet Our Heroes
Kelcie’s isn’t your average horse treat company. They are a premium equestrian brand built on a simple but powerful idea: if you are going to invest thousands in your horse’s care, why would you feed them junk?
Their flagship product, Kelcie’s Horse Treats, is made with 15 all-natural ingredients, all sourced and manufactured in the USA. With less than 9% NSC (non-structural carbohydrates), these treats are safe for horses with sugar-related illnesses like Cushing’s disease, a condition affecting roughly 15% of the U.S. horse population.
Every batch is independently tested, transparently labeled, and endorsed by top riders like Laura Kraut. They are healthy, delicious, and loved by even the pickiest horses. In short, they are the kind of treats horse owners feel proud to give.
Their Goals
Kelcie’s came to Digital Time Savers with clear, ambitious objectives:
- Sell more Horse Treats profitably and sustainably
- Build a repeatable subscription model for recurring revenue
- Expand brand awareness across the United States
- Establish a scalable advertising system without constant trial and error
Until this point, Kelcie’s had relied mostly on sponsorships and sample bags to spread the word. There were no paid ads, no structured marketing strategy, and no reliable digital funnel. They needed a partner who could take their exceptional product and turn it into a profitable online brand.
The Challenge
Kelcie’s had an incredible product but no paid traffic experience.
Their treats already had a loyal base of equestrian enthusiasts and professionals, yet growth had stalled. Relying on sponsorships and word-of-mouth was not enough to reach new customers beyond their immediate circles.
The main challenge was breaking through digitally in a crowded market dominated by household names like Mrs Pastures, Stud Muffins, and Manna Pro. These competitors had established distribution, lower prices, and massive awareness.
Kelcie’s, on the other hand, positioned itself as premium, which meant the ads needed to educate and emotionally connect with horse owners who truly valued health, quality, and trust.
They needed to find the right audience, craft the right message, and design ads that turned education into conversion without wasting budget.
Our Process
We approached the project with a structured, test-and-learn strategy. The first three months were about discovery, validation, and optimization, laying the foundation for profitable growth.
Phase One: Audience Research and Offer Development
Before launching any campaigns, we took a deep dive into Kelcie’s target market.
We identified two key customer segments:
- Performance horse owners – focused on quality, nutrition, and results
- Health-conscious owners – caring for horses with metabolic or sugar-related conditions
For both, the promise of safe, natural, USA-made treats with proven testing was a compelling differentiator.
We built a clear customer journey: from awareness ads that educated horse owners about sugar content and health risks to retargeting flows that converted them with trust-based messaging and social proof.
We also tested different offers such as single-bag purchases, bundles, and monthly subscriptions to identify the most profitable entry point.
Phase Two: Creative Development and Campaign Launch
Our creative direction centered on transparency and care. Every ad needed to reflect the brand’s integrity and attention to detail.
We developed educational, emotional, and testimonial-based ads showing:
- The low-sugar advantage (less than 9% NSC)
- The all-natural, U.S.-made ingredients
- The endorsements from top riders and love from real customers
- The joy of giving treats that are both safe and delicious
We structured the campaigns on Meta and Google with precision, segmenting cold, warm, and hot audiences, tracking results with accurate attribution, and continuously testing hooks, headlines, and creatives to see what performed best.
Phase Three: Optimization and Breakthrough
Within the first few weeks, the data began to speak. We doubled down on the highest-performing creatives and offers, refined audience targeting, and introduced strong retargeting sequences that reminded users of what made Kelcie’s different.
By the second month, the campaigns had stabilized, ad costs dropped, ROAS climbed, and subscription conversions started coming in steadily.
By the end of month three, we had built a profitable, scalable advertising system that consistently attracted new customers while retaining them through well-timed subscription flows.
Results
In just three months, Kelcie’s went from zero paid traffic to consistent, profitable sales, all while building a loyal community of repeat buyers.
- Achieved profitability within 90 days
- Increased new customer acquisition by over 250%
- Reduced CAC by more than 40% through optimization
- Established a stable subscription base for recurring revenue
- Built the foundation for international expansion in future phases
Kelcie’s is no longer relying on sponsorships or chance. With a proven advertising system, clear messaging, and data-driven strategy, they are positioned to scale with confidence.
The results speak for themselves: a healthy brand, happy customers, and horses that cannot get enough of Kelcie’s.
