Casa Leo
A foundation for expansion: from a single gadget to connected home
Founded by a lifelong cat lover who wanted to produce “the iPhone of cat litter boxes,” the brand started as Smarty Pear with a flagship product named after his cat Leo. The Leo’s Loo had a great story and customer appeal, and quickly overtook the brand name in recognition and usage.
Joining the senior leadership team during a period of expansion-planning, I identified the need for, and led, the rebrand almost entirely in-house. The new positioning, name, and visuals significantly outperformed the old in customer testing and established Casa Leo as a connected home brand with a compelling founder story.
Building reputation with offline activations & retail
As similar looking low-quality products flooded online marketplaces, Casa Leo needed to further establish legitimacy and demonstrate the quality and care taken in production. One element of my strategy to tackle this was demonstrating an offline presence through a combination of pop-up activations, customer-facing event booths & sponsorships, and partnership with a major retailer. In addition to directly attributed sales, the resulting owned and paid digital content performed extremely well and generated on-going lift.
Improving full-funnel DTC performance
Casa Leo was primarily focused on DTC and relies on ads, but every dollar is precious in a bootstrapped startup. Through careful selection of media buys, cost-effective creative, and hiring of a new performance marketing agency, I improved both website conversion rate and digital ROAS by over 2x.
More case studies
And additional samples available on request
