How Kynship Helped Scrumbles Reverse a 44% Drop in aMER and Boost Revenue by 61%

Aneisha and Jack started Scrumbles in 2018 because their cats (Smudge and Boo) struggled with frequent upset tummies. The vet gave them a probiotic paste to calm their cats’ sensitive stomachs. However, these powerful probiotics remained absent from all affordable pet foods.

The husband and wife duo took matters into their own hands. They studied canine and feline nutrition for a year, collaborated with expert nutritionists, and experimented with recipes to create Scrumble: foods for cats and dogs that not only provide them with optimal nutrition, but also something they love to eat. In 2019, Scrumbles became the second pet food company in the world to be certified as an ethical B-Corp.

Scrumbles was gaining more and more new customers every day. But because they’re a lean team, they were up against much larger brands — and started to fall behind as competitors pulled ahead in ecommerce. Their website made up a small share of total sales, and they knew they needed to change that.

They asked for Kynship’s help to boost their aMER and maximize their new customer revenue potential.

Kynship improved efficiency and new customer revenue via the Kynship System — an ad account structure combining cost caps, creative volume, and creative diversity.

1. Cost caps

Kynship uses cost per results goal (CPRG) over highest volume (HV) because the former uses performance as a variable rather than spend.

Instead of burning money just because you have the budget, CPRG allows Meta to spend only when you can spend profitably.

Cost caps are the best way to set up your Meta ad account for success.

2. Creative volume and diversity

Meta isn’t just looking for creative volume; it’s looking for diverse creative volume. It’s not either/or.

Each new creative is an opportunity to create a winning ad that drives loads of conversions. Sure, some will strike out. But others will be a home run.

And with cost controls in place, losing ads won’t spend any money and winners will scale naturally.

At Kynship, we source 1,000+ creatives a month for each account. How? Using our creative flywheel — one that includes customer, user, and influencer generated content.

For Scrumbles, the most successful creative came from influencer seeding.

Influencer seeding

Influencer seeding is when you send your product to influencers with no strings attached — they have no obligation to post about your brand. But many creators would post anyway because your product would be useful for their audience.

The result: You receive diverse creatives you can repurpose for your ad account. That’s not all, though. Influencer seeding content performs excellent because of its authenticity.

How influencer seeding led to the top-performing creative for Scrumbles

Here’s the thing: As AI-generated content becomes commonplace, people crave real humanity in their feeds. They’re tired of the overly polished graphics, perfect talking points and scripted CTAs — it all feels so…synthetic.

But the content from influencer seeding? That’s unmistakably human because you don't confine creators to scripts, ideal CTAs, or typical hooks. Instead, they interact with your product organically and portray raw emotion, genuine quirks, and their unique storytelling. AI simply can’t replicate this depth.

Kynship sourced Scrumbles’ top-performing ad via seeding.

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Let’s dissect why this video crushed:

• For starters, the video is a real-life, mobile shot taste-test. There are no scripted talking points — just a cat owner filming her notoriously picky cats genuinely reacting to Scrumbles.
  
• You immediately stop the scroll with the audible ASMR-style crunch and the visual of a cat demolishing it.
  
• You hold that attention and pique interest by showing another cat who’s a picky eater. It works like a mini-cliff-hanger — would this cat also like the food? Plus, it’s live objection-handling. Fellow pet owners might think, “If their fussy cat likes it, mine might too!”
  
• It’s also immensely helpful that the creator keeps honing in on the value of “75% chicken” — mirroring the headline on Scrumbles’ landing page (and their core USP).
  
• And because the video is authentic, the creator expresses genuine surprise and delight when her fussy cat (hi, Olly) also loves Scrumbles. This makes the ad even more powerful.
  

The Kynship way isn’t working on your ad account in a silo. We also work on landing page design and optimization to convert viewers to buyers. In the above ad, the spoken hook of “75% chicken” is the exact claim shoppers see above-the-fold on the linked product page — reducing cognitive friction and encouraging add-to-cart.

Kynship’s strategy of deploying diverse creative volume via seeding (and other sources) led to Scrumbles reversing their lost aMER and gaining much more new customer revenue.

The dramatic boost in new customer revenue and the stable and improved aMER is helping Scrumbles stay on an upward growth trajectory.