Company Name: Pet Drugs Online

‍Industry: Pet Care

Company Overview

Pet Drugs Online is one of the UK’s largest licensed suppliers of veterinary medication and animal products. Founded by vets in 2005 and now run by pet owners and animal lovers, the business is focused on helping customers find the right products for their pets.

With a catalogue of over 4,000 products from 600+ brands, Pet Drugs Online serves as a trusted one-stop shop for affordable pet healthcare and everyday essentials, supported by more than a decade of award-winning service.

Challenge

​​Before using Twirl, the main challenge for Pet Drugs Online was scaling UGC production whilst managing creator communication and logistics efficiently.

The team relied on an Excel spreadsheet to track creators, while outreach and day-to-day communication took place across social DMs and email. As they increased the volume of UGC, it became harder to keep on top of progress for each creator and maintain a clear view of what stage each piece of content was at.

Managing UGC this way was not only difficult to scale, but also very time-consuming. A significant amount of time was spent sourcing appropriate creators to work with, which made it challenging to increase output without adding operational strain to the team.

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Solution

Twirl gave Pet Drugs Online a single platform to manage UGC production from start to finish. Creator sourcing, briefing, communication, and content delivery were all brought into one system, making it much easier and affordable to manage campaigns and scale output without increasing internal workload.

The platform also improved collaboration across the team, allowing multiple people to brief and select creators while maintaining clear oversight of progress and deadlines. With access to a large pool of quality creators, the team could move faster, save time, and reduce costs, while maintaining a high standard of content.

Twirl also opened up new opportunities, enabling Pet Drugs Online to offer UGC production as an added-value service to suppliers looking to improve their content performance.

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Outcome

Since using Twirl, Pet Drugs Online has scaled UGC production from around five pieces of content per month to over 20, allowing the team to increase output without adding complexity to their workflow.

The uplift in content quality translated directly into stronger paid performance. In a recent supplier-funded campaign for a pet food and supplement product, UGC created through Twirl drove a clear improvement across key metrics. Click-through rates increased from approximately 0.5% to over 1%, while conversion rates rose from around 3% to 5%+.

Revenue performance also improved. Where static content previously delivered an average ROAS of around 3, UGC produced via Twirl has consistently achieved ROAS above 5, supporting Pet Drugs Online’s primary goal of driving sales and revenue.

With these results, the team is continuing to scale UGC production and apply this approach across multiple product categories, using Twirl as the foundation for ongoing growth.

Impact

• Scaled UGC production from ~5 assets per month to 20+
  
  
• Reduced time spent sourcing and managing creators
  
  
• Simplified collaboration across the team
  
  
• Enabled UGC as a service offering for suppliers
  
  
• CTR improved from ~0.5% to 1%+
  
  
• Conversion rate improved from ~3% to 5%+
  
  
• ROAS increased from ~3 to consistently above 5

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Twirl’s all-in-one platform has completely simplified our process. Managing briefs, selecting creators, and overseeing production is now easy (even with multiple team members involved) and the quality and range of creators available is excellent.

The performance impact has been significant. As a business focused on driving sales and revenue, this has been invaluable, and we’re now scaling UGC across multiple product categories. The customer service has also been outstanding, fast, responsive, flexible, and genuinely supportive, making Twirl a priceless partner in growing our UGC strategy.

- Olivia, Pet Drugs Online