Pumpkin Pet Insurance Turned To Acquired Media For Brand Awareness


Pumpkin Pet Insurance is betting big on winning media to increase website traffic and sales after seeing initial success with the launch of its brand last year.

The New York-based brand is working with Dini von Mueffling Communications, a New York-based public relations firm, to – among these other goals – increase brand awareness and solidify its stake in the pet insurance brand landscape. of company. And even after the pandemic, as the brand re-explores in-person business, the company will retain media acquired as part of its core strategy, said Elizabeth Dimond, chief marketing officer.

While Dimond declined to disclose ad spend or details, she noted that earned media is now an important part of the brand’s media strategy after the pandemic shut down in-person brand activations. To support won media efforts, Pumpkin Pet Insurance has a separate budget for fixed marketing costs that includes agencies, per brand spokesperson. A large portion of the brand’s advertising spend is also made up of affiliate research and marketing.

According to the brand’s website, Pumpkin Pet Insurance has been featured in the New York Post and various veterinary media.

“Now that we are in [a culturally sensitive time] and coming out of the pandemic, when the information had to be translated and disseminated very quickly, that’s where we saw the winning media play a bigger role, ”said Erica Samadani, who leads the public relations practice. at IPG’s sister agency MullenLowe.

Over the past year, the pet insurance brand has made at least three major efforts to gain popularity in the media and build brand awareness. Last Halloween, Pumpkin launched a digital pet costume generator, sparking increased website traffic. In January, the pet insurance brand hosted a virtual inauguration party for President Joe Biden’s German Shepherd, Major Biden. With this organic traffic to Pumpkin’s site, it dramatically increased during the campaign and earned them an ad equivalent of $ 14.2 million, according to a spokesperson for the brand, who noted that the media coverage of the The event had reached a total readership of $ 7.5 billion.

“It was really about how do we think more creatively to get the media to cover Pumpkin even though it’s a bit outside of our core pet insurance offering,” Dimond said.

Originally, the brand planned to launch last year with in-person events and on-site activations with vets. But once the pandemic lockdown took hold, he turned to digital efforts.

“When we launched the brand, we thought it would be relatively easy to get [coverage] for our brand. But we’ve found that it’s actually more difficult than we originally anticipated, ”she said, noting that they found stiff competition with the hard news of 2020.

Overall, acquired media has become an increasingly important part of brand awareness strategy during the pandemic, according to Samadani. About 75% of the agency’s clients have increased their spending on communications efforts in the past year, according to Samadani. This indicates squeezed marketing budgets due to the pandemic and earned media acting as a fast and cost effective media channel, especially when compared to the rising costs of digital advertising, she said.

“We think the industry was going this way in terms of the need to move at the speed of culture,” Samadani said. “The pandemic has made [earned media] not just a good to have, but a necessity.

As the vaccine rollout continues and the pandemic subsides, Samadani suspects the media gained will continue to be a “means to an end,” at least until the market stabilizes.

Why a pet insurance brand pivoted to earned media for brand awareness during the pandemic

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