CanineDrops x Shaanks · creative strategy

01 · What your creative communicates today

A discount letter, a rendered retriever, and no dog with a name.

Your 25 oldest live creatives (of 160 read, 329 live today): offer text on 13, the same reader in every frame that names one, no dog with a name, 8 shot on a phone. Your three oldest, 112 to 114 days, are a text letter signed Eric S. Max, Momo, Bella, the stairs at night, the drops in the bowl: all in your captions, none in the picture.

What your 25 oldest live frames are doing

an offer7 of 25

a person using it7 of 25

a comparison7 of 25

the product is the star2 of 25

names the problem first2 of 25

8 of 25 look shot on a phone in a real place.

Four of them, with days live

CanineDrops114d

Founder offers discount to help dog parents support senior dog's vision.
Text-only statement on light green background with founder's photo and signature.

CanineDrops61d

Product improves dog's vision, leading to a happier life.
Before/after comparison of two dogs' eyes with product bottle in center.

CanineDrops71d

Founder introduces product, showing packaging in a casual setting.
Creator holding two product boxes in a car, talking to camera.

CanineDrops46d

Product is an easy, effective alternative to traditional dog eye drops.
Hands adding drops to dog food, with product bottle visible.

02 · What the brands around you communicate

Seven accounts, frame by frame.

What the picture says, not the caption. Per brand: what the frames are doing, the oldest three of the 40 we pulled, one thing to take. Days live as of 4 September 2026. Most of a brand's 40 launched together, so we compare across brands, not inside one. Every frame opens in the Ad Library.

AuraPets Visioneye care · same product142 live · 27 frames read

What the creative is doing

names the problem first8 of 27

ingredients as proof4 of 27

attitude4 of 27

the product is the star4 of 27

a named moment3 of 27

18 of 27 frames look shot on a phone in a real place.

The oldest three of the 40 we pulled

AuraPets Vision322d

Natural ingredients can improve dog's eye health.
Woman holding dog and product, with ingredient details overlaid.

AuraPets Vision322d

One line over a dog on the stairs. Ad title: Bella's Second Chance at Clear Vision.
Phone clip, small dog on a carpeted staircase, one line of text.

AuraPets Vision322d

Emphasizes the deep bond with a pet, hinting at fear of loss.
Close-up of a French Bulldog being held, with text overlay.

What to takeOne of their four oldest, 322 days: a phone clip of a small dog on the stairs, one line. "He's not run up the stairs in 4 years." An eye ad. For you: the stairs are in your captions. Put them in the frame.

PetLab Cothe problem first, at scale517 live · 25 frames read

What the creative is doing

names the problem first14 of 25

explains something7 of 25

the product is the star2 of 25

attitude1 of 25

an offer1 of 25

13 of 25 frames look shot on a phone in a real place.

The oldest three of the 40 we pulled

PetLab Co127d

Solution for dogs that hate toothbrushes.
Creator talking to camera, holding a toothbrush in a kitchen.

PetLab Co127d

Educating dog owners about why their dog eats grass.
Man in scrubs and stethoscope talking to camera, pointing finger.

PetLab Co127d

The problem of yeast infection on a dog's paw.
Extreme close-up of a dog's paw with visible yeast infection.

What to take14 of 25 lead with the problem. Five open on "If your dog...". For you: make the first line specific. A breed, an age, a behaviour.

Dog is Humanone dog, named626 live · 22 frames read

What the creative is doing

names the problem first9 of 22

an offer6 of 22

the product is the star2 of 22

explains something2 of 22

a comparison1 of 22

14 of 22 frames look shot on a phone in a real place.

The oldest three of the 40 we pulled

Dog is Human128d

The product is a solution to a long-standing, expensive problem.
Hand holding various pet care products over a tiled floor.

Dog is Human128d

This product solved a specific dog's allergy issues.
Dog looking at product with testimonial and discount code overlay.

Dog is Human128d

The product offers hope when all else fails.
Dog lying on a couch being petted, with emotional text overlay.

What to takeOne dog, named. "This multivitamin ended Walter's spring allergies." Walter on a rug, phone, 128 days, a code with his name on it. For you: Max, Momo and Bella have never been in a picture.

Wuffessenior dogs · joints1,662 live · 24 frames read

What the creative is doing

names the problem first7 of 24

an offer6 of 24

the product is the star3 of 24

a person using it3 of 24

a named moment2 of 24

14 of 24 frames look shot on a phone in a real place.

The oldest three of the 40 we pulled

Wuffes120d

Get 50% off hip and joint chews for your dog.
product jar with two chews on top, against a green background with text.

Wuffes120d

Dog supplement helps pets walk and run again.
Woman with dog licking her ear, small inset of dog food.

Wuffes120d

Dog pain, near euthanasia, highlights joint issues.
Dog with x-ray overlay showing inflamed joints, text overlay.

What to take1,662 live. "We thought it was time to say goodbye for good", and an x-ray to show the inside of a hip. For you: you say "inside the lens". Show the inside.

BetterWildphone footage, no offers1,834 live · 25 frames read

What the creative is doing

names the problem first8 of 25

the product is the star6 of 25

a comparison4 of 25

ingredients as proof3 of 25

a person using it2 of 25

21 of 25 frames look shot on a phone in a real place.

The oldest three of the 40 we pulled

BetterWild22d

Regret over not knowing about the product sooner for pet's itching.
Man holding product, petting dog, with text overlay of testimonial.

BetterWild22d

The product quickly stopped the dog's itching.
Woman on couch holding product, dog looking up at her, with text overlay.

BetterWild22d

Warning about dog paw issues and what to do.
Close-up of dog's paw being examined, with warning text overlay.

What to take1,834 live. 21 of 25 frames are phone footage in a real room. Offer text on 1. For you: at their scale the offer is a footer.

Petsmontthe symptom in big type659 live · 28 frames read

What the creative is doing

names the problem first10 of 28

ingredients as proof4 of 28

explains something4 of 28

an offer4 of 28

the product is the star2 of 28

11 of 28 frames look shot on a phone in a real place.

The oldest three of the 40 we pulled

Petsmont77d

Shrink dog lumps naturally, avoid surgery, and save money.
Before/after dog leg with lump, product shot, and offer.

Petsmont77d

Eliminate lipomas with this product and get a discount.
Product hero shot with bold text and offer.

Petsmont77d

This product uses 8 mushrooms to fight dog lumps.
Product surrounded by illustrations of 8 mushrooms with benefits.

What to takeThe problem in the biggest type: "SHRINK THE LUMP. SKIP THE SURGERY." Two headlines name a breed. For you: your surgery line lives in your captions, not your pictures.

Nutrafolhuman · same objection · names the reader402 live · 19 frames read

What the creative is doing

an offer5 of 19

attitude4 of 19

explains something3 of 19

names the problem first3 of 19

a named moment2 of 19

9 of 19 frames look shot on a phone in a real place.

The oldest three of the 40 we pulled

Nutrafol29d

Feel confident and empowered with fuller hair after 45.
Hand holding product bottle with text overlay on a soft background.

Nutrafol29d

Nutrafol supplements are effective for hair growth.
Creator talking to camera with text overlay of a common question.

Nutrafol28d

Reduce hair breakage and boost confidence with this serum.
Hands holding product bottle with text overlay.

What to takeHuman hair, same doubt: does an ingestible reach the target? They name the reader. "Women 45+". For you: nobody in dog eye care aims an age at the reader. "Over 7" is open.

03 · The patterns across all seven

What repeats, and why.

170 distinct frames, 7 brands (19 frames are Nutrafol's). The counts are the counts. The line under each is our read of why.

names the problem first59 of 170 frames · 7 of 7 brands

an offer24 of 170 frames · 6 of 7 brands

the product is the star19 of 170 frames · 6 of 7 brands

explains something18 of 170 frames · 6 of 7 brands

ingredients as proof13 of 170 frames · 5 of 7 brands

attitude11 of 170 frames · 5 of 7 brands

a comparison10 of 170 frames · 6 of 7 brands

a named moment8 of 170 frames · 4 of 7 brands

/01

The problem first, the bottle last

PetLab's yeast paw. Petsmont's lump. Wuffes' x-ray. The symptom is the picture.

59 of 170 · all 7 accounts · you: 2 of 25

/02

One dog's story, in the owner's words

"He's not run up the stairs in 4 years." A dog with a name and a timeline is proof nobody argues with.

17 of 170, 5 of the 6 dog accounts · named: Walter, Luna, Jack · you: 0

/03

"If your dog..." does the targeting

The reader qualifies themselves before the product name. Everyone else scrolls on.

9 of 170, 4 accounts · PetLab 5 of 25 · you: 2 of 25, both generic

/04

Phone, not render

Kitchens, rugs, cars, stairs. A rendered retriever reads as an ad. Walter on a rug reads as a neighbour.

100 of 170 (59%) · BetterWild 21 of 25 · you: 8 of 25

/05

The offer is the footer

BetterWild, 1,834 ads, offer text on 1 of its 25 oldest. A discount headline teaches people to wait.

Offer text: them 33 of 170 (19%) · you 13 of 25 (52%), incl. your three oldest

/06

Name the reader

Nutrafol says 45+. Petsmont puts the breed in the headline. Nobody feels targeted by their own dog's age.

Age aimed at the reader: Nutrafol only · breed in a headline: Petsmont 2 · you: 0 on both

04 · Where the openings are

What nobody is claiming, and what you already half own.

The breed and the age

No dog account aims a breed or an age at the reader. "Senior" is on every product page you sell and has never been a headline.

Breed aimed at the reader: 0 of 151 · age: Nutrafol only · you: 0 of 25

The stairs, in the picture

"Hesitant at night" is a line in your letter. AuraPets made the same idea a phone clip of a real staircase. 322 days.

Your letter, your captions · AuraPets: one line, one staircase, an eye ad

The bowl, on the floor

Drops in the bowl is in 4 of your 25 frames, every one a render. Nobody in the set shows a real bowl on a real floor.

You: 4 of 25, all designed · them: phone in 100 of 170

The dog's voice

Your best organic post is captioned by the dog: 30 comments against a median of 2. Nothing like it in your paid. One competitor does it, for allergies.

Your organic: 30 vs 2 · Dog is Human: 4 of 22 · eye care: none

Eric, on a phone, not on a letter

Format

Phone propped in a kitchen, daylight, no cuts, his own dog if there is one.

Proof

Your 5 August video already says "cloudy eyes aren't always just aging". Same line, a face on it.

06 · Three ads, made

Not directions. The actual ads.

Three statics. They run as one ad. No offer on any of them; that is the test. The offer stays where it is, in your retargeting.

S/01

Got a Labrador over 7?

Our honest bet

Static 01 · 4:5 · designed by Shaanks

Headline: Got a Labrador over 7?
Line two: Cloudy eyes start inside the lens, where eye drops can't reach.
Body: ClearVision goes in the bowl, not the eye. Three drops with breakfast, vet-formulated, made for senior dogs.
Variants: Same layout, swap the breed and the photo. Cocker Spaniel, Poodle, Husky, Boston Terrier.

Straight. No track record. Nobody in the category has run it. The bet: the breed does the targeting better than the algorithm does.

Drop if: 21 days and it loses to your current best on cost per sale.

S/02

He stopped taking the stairs at night

Built on your "hesitant at night" line

Static 02 · 4:5 · designed by Shaanks

Headline: He stopped taking the stairs at night.
Line two: Not his legs. His eyes.
Body: Cloudiness starts inside the lens, where eye drops don't reach. ClearVision works from the inside. Three drops in his food.

Why. "More hesitant at night" is a line inside your founder letter, your two oldest frames, and "hesitates" sits in 5 of your 25 ad bodies. Never the picture. AuraPets' staircase ad, an eye ad, has run 322 days on the same idea.

Drop if: 21 days and it loses to S/01.

S/03

Three drops. In the bowl. That's the routine.

Built on your bowl ritual, 4 of 25 frames

Static 03 · 4:5 · designed by Shaanks

Headline: Three drops. In the bowl. That's the routine.
Line two: No wrestling. No eye drops. No missed days.
Body: Vet-formulated eye support for senior dogs, in with breakfast.

Why. Your "10-second bowl ritual" frames, never once photographed. Same words, real floor.

Drop if: 21 days and it loses to S/01.

Five more from our creative department

Further out.

Made blind to competitors. For pushing, not shipping as is.

Not Slowing Down Old dogs don't slow down. They stop trusting what they see. A grey dog standing still in a back doorway at dusk, not stepping out.
Next To The Kibble Why our bottle lives next to the kibble, not in the medicine cabinet. A kitchen shelf, kibble bin, bottle beside it. No dog.
The Bit Between The vet said wait and see. This is the bit between. A vet appointment card pinned on a fridge, six months out.
You Didn't Miss It You didn't miss it. It starts where nobody can look. An owner's hand on a grey muzzle, no faces.
The Fridge Note Milo. Breakfast. 3 drops. Then the walk as normal. A real handwritten sticky note on a fridge door. No headline. Our nervous one.

07 · Three more, with scripts

Video gets three slots too.

Phone, no crew, no set. A real senior dog, and Eric once.

V/01

Not His Legs

Our honest bet

0-3sphone at the bottom of the stairs, dog hesitatingOn screen: He stopped doing the stairs at night.

3-8sowner, voice onlyI assumed it was his hips. Nobody had looked at his eyes.

8-16sstill on the stairsCloudiness starts inside the lens. Eye drops sit on top of it.

16-24skitchen, three drops into the bowl, the dog eatsThree drops in his breakfast. That's the whole routine.

24-30send cardClearVision · in the bowl, not the eye · caninedrops.com

On screen: The first line, typed. Then nothing until the end card.
How it is shot: One phone, two rooms, one evening. No music.

Straight. Untested for you. AuraPets' staircase ad shows the moment holds attention for ten months.

Drop if: under 7 days twice.

V/02

Biscuit's Version

Our honest bet

0-3sdog's-eye view from the floor, owner's feet at the counterCaption: Mum thinks I don't notice.

3-9sthe dropper over the bowl, from the dog's heightCaption: She puts something in my breakfast. I notice.

9-16sthe dog eatingCaption: I also notice she checks my eyes every morning now.

16-22sthe dog looks up at the cameraCaption: Three drops. She thinks it's a secret.

22-28send cardClearVision · three drops a day · caninedrops.com

The idea: No voice. Captions only, in the dog's voice. A creator's own senior dog.
How it is shot: Phone on the floor. One morning.

Straight. Your best organic post is exactly this register, 30 comments against a median of 2. It has never been paid for.

Drop if: under 7 days twice. Untested, not failed.

V/03

The Question Eric Gets Asked

Built on your letter, 112 to 114 days

0-4sEric to camera, phone propped in the kitchenIs it just old age? That's the one I get asked most.

4-12ssame shotSometimes. But it can be the lens clouding, inside the eye, and nobody notices until the stairs.

12-20spicks up the bottleEye drops sit on the surface. The lens is inside. So we made something that goes in the bowl.

20-28sthree drops into a bowl, his own dogThree drops with breakfast. That's it.

28-32send cardClearVision · caninedrops.com

How it is shot: One take, daylight, no cuts. Eric's real dog if there is one.

Why. Your three oldest ads are Eric as a letter. Your 5 August video already says "cloudy eyes aren't always just aging". This puts a face on it.

Drop if: under 7 days. Eric on camera is untested, not failed.

Five hooks for the video slots

First three seconds.

He's nine. He still knows where the ball is. He just can't see it.
The vet said wait and see. Here's what we did while we waited.
This is the last thing I add to her breakfast, and the first thing I'd tell you about.
Three drops. In the bowl. The dog has no idea.
Eye drops sit on top. This goes in the bowl. That's the whole difference.

Your creative sells the offer. The brands above you sell the dog.

A discount letter, a rendered retriever, and no dog with a name.

Seven accounts, frame by frame.

What repeats, and why.

The problem first, the bottle last

One dog's story, in the owner's words

"If your dog..." does the targeting

Phone, not render

The offer is the footer

Name the reader

What nobody is claiming, and what you already half own.

The breed and the age

The stairs, in the picture

The bowl, on the floor

The dog's voice

Eric, on a phone, not on a letter

Each one comes from something we counted.

Name the breed. Name the age.

One dog, one line, one staircase

The bowl, on the floor

Let the dog say it

Eric, to camera

Not directions. The actual ads.

Got a Labrador over 7?

He stopped taking the stairs at night

Three drops. In the bowl. That's the routine.

Further out.

Video gets three slots too.

Not His Legs

Biscuit's Version

The Question Eric Gets Asked

First three seconds.

Two questions, then scale what answers.

If you want to go deeper on any of it, we can get on a call.