www.bethehurricane.com | +44 (0) 20 8973 2175

FROM UNDERDOG TO MAJOR PET INSURER IN A MATTER OF MONTHS

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ANIMAl FRIENDS wANTS TO bE FAMOUS.

Not because they crave the limelight but because the more insurance policies they sell the more money gets donated to help worthy animal causes all over the world.

Animal Friends is a socially responsible challenger brand in a market heavily dominated by profiteering fat cats. Here’s their rebrand story.

THE CHAllENGE

• Transform a charity based pet insurance company into a professional challenger brand with an ethical heart.

• Turn the convention of ‘insurance cynicism’ into something warm, friendly and desirable.

FROM THIS TO THIS

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THE SOlUTION

• Crowdsource the views, opinions, stories and pet pictures from our existing customer base.

• Engage the management team and get every single employee involved in the brand transformation.

• Position Animal Friends as the “innocence” of the Pet Insurance market.

• Build the brand around the concept of ‘Feel Good’ insurance.

• Develop unique visual identity. • Rebuild the website and state of the art

quote engine. • Rebrand existing marketing collateral. • Run and manage successful PPC programme. • Developed social media strategy and execution

across Facebook, Twitter and YouTube.

www.bethehurricane.com | +44 (0) 20 8973 2175

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THE RESUlTS

• Increased conversion rate by 5% across the web site.

• Increased web traffic by 40%. • Increased search engine listing across all

major terms. • Increased ranking to Number 3 on Google

for ‘pet Insurance’. • Developed an Equine & Horse Business spin

off that is already generating a huge number of policies every month.

“IT’S A RARE THING INDEED TO FIND AN AGENCY THAT bRINGS TRUlY ORIGINAl AND GAME CHANGING THINkING TO THE TAblE AND THEN CAN bACk IT UP wITH bRAND DRIvEN CREATIvE IDEAS THAT bRING EvERYTHING TO lIFE.”

CHRIS FAIRFAx, MARkETING DIRECTOR OF ANIMAl FRIENDS INSURANCE

wATCH THE MAkING OF vIDEO

http://www.youtube.com/watch?v=rWeE9hWPXvw

www.bethehurricane.com | +44 (0) 20 8973 2175

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COllATERAl

www.bethehurricane.com | +44 (0) 20 8973 2175

CASE STUDY