Our plan was to create a sharable asset per month to be seeded throughout animal-loving communities. The strategy behind this was simply to engage communities through authentic, useful content to build brand trust, advocacy, and engagement; leading to natural citations, links and earned media coverage.
The content plan has covered many hot topics including new dog micro-chipping laws, how to becme a vet and an informative guide on two problem diseases – Alabama Rot and Lyme disease. One of our most success campaigns to date was a guide to rehoming rescue dogs. This made for a really emotive read and essentially, pressed home the point that dogs in rescue homes are by no means lost causes and many are just looking for a second chance at finding happiness.
We are very proud of the results that we have achieved and adopting the right strategy has meant we are currently outranking websites such as Aviva, the Post Office, and Virgin Money for their pet insurance offerings.