THE CHALLENGE: Trupanion is a Canadian-based pet insurance company. Operating in a young industry with high potential, Trupanion had high opportunity for growth in the pet insurance space, but they were struggling with their paid media efforts. They could not find a way to effectively scale their digital advertising (search, social and display) With an audience consisting of pet owners in the US and Canada, Trupanion wanted to increase investment in advertising and grow subscribers, while maintaining efficiency. We audited existing strategies and built a successful campaign and roadmap for the future. We focused on updating their advertising creative and overhauling both the media strategy and execution.

RESULTS: Our creative approach was to break from the sea of sameness across the category. It was not uncommon to see the same breeds, the same color style and in some cases the same stock photography used by each of the competitors. We built multiple landing pages to align with our creative and encourage users to get a quote. By implementing a highly targeted media approach, including particular LGBTQ audience segments that are 12% more likely to be pet owners than the general population, we increased enrollments across the US and Canada and hit 138% of the goal while decreasing their CPA by over 28% across all digital media vehicles.