The Challenge
Napo, a pet insurance challenger brand, was seeking a social media strategy that spoke to “indulgent” pet owner. The objective was to raise awareness, build a sense of community and encourage users to get involved in conversations - sharing their thoughts, tips and experiences.
Our Response
Through audience research, the Napo community was defined as “indulgent” pet owners - pet owners (usually millennials) who have disposable income they often spend on their furry friends.
Focusing on all three levels of the marketing funnel, we developed a social media strategy that speaks to Napo’s “indulgent” customer on Instagram and Facebook.
From relatable “meme-style” videos for top-of-funnel activity to question posts that encouraged conversation lower down the funnel – our aim was to engage with the community in an enjoyable and authentic way.
Stories played a large part in the bottom-of-funnel strategy – helping to engage with users daily, keep Napo top-of-mind, and drive traffic to the website.
Trend and insight data was used to underpin the content ideas. For example, we identified that Napo’s community was highly engaged with The Great British Bake Off and would often share, and interact with, posts related to the show.
This insight led to us collaborating with a content creator (and their dog) to create engaging dog recipe Instagram Reels.
Impact
In just three months, Napo went from a fledgling brand on social to a brand generating real conversation among pet owners. Not only was the size of the community growing – but the depth of discussion and quality of engagement was too.
Understand your audiences and how to engage with them on social.