pieces of coverage
growth in search visibility
increase in organic traffic
About the Ceva Animal Health Digital PR case study
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About the client and the brief
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What we delivered
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The results
Ceva Animal Health is a trusted name in the pet care industry, dedicated to improving the wellbeing of pets and strengthening the bond they share with their owners through their brands Adaptil and Feliway.
Their science-backed, vet-recommended calming solutions, ranging from diffusers and sprays to collars and treats, use synthetic pheromones that replicate animals’ natural ones to help reduce anxiety and stress in dogs and cats.
Aiming to amplify brand awareness during a key, seasonal period for the brand, Pet Anxiety Month, which takes place annually throughout March, we devised and launched a three-month strategy to support digital activity and increase brand visibility. We aimed to drive engagement, educate pet owners on topics relating to pet anxiety, and reinforce Ceva’s products and expertise as a go-to solution for pet anxiety support through timely, reactive content aligned with the brand’s ethos.
We employed a full reactive approach, focusing on key seasonal opportunities to drive brand awareness and visibility.
We planned a ‘proactive’, reactive Digital PR strategy supported by expert commentary from their resident veterinary expert. We produced a series of press releases and thought leadership content, using external, relevant data and Ceva’s own internal survey that was launched for the awareness month, incorporating veterinary advice ahead of popular seasonal topics concerning general pet behaviour and anxiety.
Topics varied across social media trends such as ‘velcro dogs’, seasonal approaches to Valentine’s Day and Easter, highlighting expert advice for pet owners during these annual events, spring cleaning topics, and how our own emotions can impact our pets’ behaviour.
By taking this approach, we reinforced Ceva’s reputation as a trusted voice within the pet care space by tapping into relevant conversations and ensuring their messaging and advice were at the forefront.
This approach led to over 20 pieces of earned media coverage across a range of high-authority national publications and relevant consumer titles. 21% of the placements linked directly to the Pet Anxiety Month page, with a further 22% linked to Adaptil’s homepage and 13% linked to Feliway’s homepage, boosting visibility during Pet Anxiety Month.
We supported the brand visibility uplift for Adaptil with a 19% increase in branded search impressions, while also achieving a 33% increase in referring domains and a 34% boost in organic traffic.
We reported a 41% growth in referring domains for Feliway, and steady increases in both organic traffic (+15%) and brand impressions (+18%).
The Pet Anxiety Month page demonstrated a targeted traffic impact, with a 50% increase in organic traffic to the campaign’s key landing page and a 20% rise in referring domains.
Across all sites, we delivered:
- An average 31% increase in referring domains
- An average 33% boost in organic traffic
- An average 21% increase in brand impressions (across Adaptil & Feliway)
Quote From Client
“We’ve been impressed by the high-quality media coverage delivered during our collaboration. The strategic and nimble approach, blending reactive with existing content and expert-led commentary, significantly boosted the visibility of both Adaptil and Feliway during one of our key seasonal campaigns, Pet Anxiety Month.
Their work has had a tangible impact on our brand awareness and SEO performance.”
Mary Brandom, Digital Marketing Manager, Ceva Animal Health UK
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