Brief To inspire loyalty in more than half a million Petplan customers by giving them valuable advice and sharing the highs and lows of pet ownership with them
Solution In an arena saturated with LOL cats, Petplan’s digital content achieves standout results by placing emphasis on practical ways to approach all aspects of life with a pet. We harness the expertise of vets, behaviourists, nutritionists, charities and a community of pet owners to transfer advice with conviction and authority. Thanks to this wealth of pet knowledge, the brand is a supportive presence, providing customers with tangible value beyond the cost of a claim.
At the helm of a comprehensive programme of content, sit the bimonthly Pethood e-newsletters – full of insights, advice and investigative articles. Expert subject matter is transformed into accessible and engaging content, on subjects ranging from healthcare to clever training and behaviour tricks, and answers to the questions all pet owners want to know. (Do pets feel emotion in the same way we do? Why do cats insist on approaching those people who aren’t feline fans?). Interactive health profiles of Petplan’s most-insured breeds, guides to the first year with a new pet and eminently shareable videos round off our content offering, and ensure that customers are consistently provided with easy to apply knowledge about their pets.
Petplan’s e-newsletters achieve a 31% average click-through rate – almost three times the industry standard of 11%
All Petplan digital content is segmented by pet species and lifestage, ensuring maximum relevance for customers.