Petplan creates an engaging destination for pet loving parents
Petplan is not your typical pet insurance company. They take great pride in fostering a brand that focuses on pet health through high quality content and exceptional customer service. Their goal is to enable communities who want to provide the very best for their four-legged family.
- Provide pet owners with tools to care for their furry family members
- Attract new audiences through compelling and relevant content
- Establish brand leadership in the pet health space
Our approach is to make relevant and easy-to-digest pet health information available in a visually compelling format. This helps us engage with the pet-loving community on Pinterest, and achieve some of our broader strategic goals for driving explosive growth.
Natasha Ashton, CEO
Promoting relevant pet health content
As a premier source of pet health content, Petplan was looking for a way to visually showcase their expertise and convey their brand personality. After researching the pet topics trending on Pinterest, they began creating boards with compelling images from their popular pet health magazine, fetch!. Over time, they expanded into specific educational content such as the “Health Tips” and “Breed All About It” boards.
Within a few months, Pinterest became Petplan’s second-highest source of social network referral traffic, generating 69% more page views and 97% greater time on-site than Twitter, and rivaling the performance of Facebook.
“We saw great success in being able to attract people to our brand with general, broad-reaching content. Our success went beyond our direct community—two months after creating our Pinterest presence, Social Media Delivered included Petplan on its list of Top 20 Companies on Pinterest.”
Engaging new customers on Pinterest
Did you know? In the U.S., only 1% of pets are insured; by comparison, this number is closer to 30% in the UK, and as high as 50% in Sweden. Petplan wanted to increase the awareness of both the availability and necessity of pet insurance. Through a series of tactics like adding the Pin It button to their website, including Pinterest Follow buttons in their email footers and social campaigns, and optimizing site content for Pinterest, Petplan attracted a massive following of new pinners interested in their pets’ health.
The following quarter, Petplan saw a 87% increase in new site traffic, a 35% increase in page views, and a 12.5% increase in insurance quote requests.
“We put in effort to increase followers who are interested in animal welfare. By leveraging Pinterest to create the desire to connect with a brand that is passionate about pet health—we are not just helping our business continue to grow at an explosive rate, we are also helping advance the wellbeing and health of dogs and cats in North America.”
Building a strong pet health brand
With only 1% of U.S. pets insured, Petplan isn’t simply trying to capture market share by differentiating itself from competitors. Petplan seeks to grow the market in general and emerge as thought-leaders and innovators who are driven by passion and supported by smart, sustainable strategic planning and execution.
After less than nine months of building a Pinterest presence, a Google search for ‘pet health tips’ yields a Petplan pinboard within the first three results. Our early successes on Pinterest provided us with the opportunity to show our passion for pet health.
Our efforts on Pinterest garnered interest from the media early on, allowing us to leverage the platform in communicating our overall business success story. We used this opportunity to help build out our company profile and increase awareness of Petplan in the marketplace.
Natasha Ashton, CEO
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