Illustration from Paces magazine summer 2016
Client

Petplan

Project

Multichannel content strategy and brand video assets

Brief   To make loyal advocates of Petplan Equine customers – amateur riders and avid readers of the equine press – by supplying perfectly pitched healthcare and technical advice

Cover for Paces magazine summer 2016

Solution   Paces magazine, mailed to Petplan equine policyholders twice a year and supported by quarterly ecomms, employs vibrant imagery and illustration to create content with impact. Digital assets follow the same path, bringing complex practical advice to life in the form of infographics, video how-to guides and heartfelt customer claim stories that are shared across Petplan Equine’s social media and acquisition channels to promote brand advocacy and encourage policy retention. Targeting the ‘happy hacker’ audience of enthusiastic, reasonably knowledgeable amateur riders, all content is in-depth enough to bring something new to the table, while remaining entertaining and easy to absorb. The result is a contemporary, refreshing and informative read that emphasises the depth of Petplan Equine’s specialist knowledge, highlights its expert affiliations, and expresses its love of horses and ponies. Encouragingly, 87% of Paces readers say that receiving the magazine makes them feel valued as a Petplan customer, while 70% would recommend Petplan to someone else.

Spread from Paces magazine summer 2016

Spread from Paces magazine summer 2016

91% of readers agree that Paces demonstrates Petplan’s understanding of horses and riders

This video, packed with pro tips from dressage gold medallist Natasha Baker, was timed to coincide with the Rio 2016 Paralympic Games

Spread from Paces magazine summer 2016

99% of readers rate Paces as ‘good’ or ‘very good’

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