Personalized dogfood


Toby’s a tailor-made dog food. The pellets meet the nutritional needs of each dog: depending on its breed, weight, age and activity level. Toby works with a subscription model.

The product that Toby offers is new in the Netherlands and many other countries. Toby has proven to have product-marketfit. The main priority is to scale Toby in the Netherlands.

Challenge: increase growth of subscriptions

What we did

Direct Impact helped Toby to do the following:

Setup a growth process within the marketing team

We helped Toby to work in a process of continious improvment

Growth experiments in multiple channels

Furthermore, we set up and ran growth experiments across multiple channels to identify & hone in on new channels to grow the company.

Scale growth

Learnings about the target audiences and growth experiments were used to drive and scale conversions through running multiple Facebook Ad campaigns.

Impact we made

Increased # subscriptions

The Facebook campaigns and growth experiments resulted into a growth of number of subscriptions.

New growth channels

Through rapid experimentation across multiple new channels we identified new marketing channels for Toby to use to grow further.

A clear growth process

A clear process for the marketing team, so that priorities are determined centrally and the growth process is unambiguous.


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