Animal Friends Brand Transformation - Case Study

1. CASE STUDY
FROM UNDERDOG TO
MAJOR PET INSURER IN
A MATTER OF MONTHS
www.bethehurricane.com | +44 (0) 20 8973 2175

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

3. CASE STUDY
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

4. CASE STUDY
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

5. CASE STUDY
COllATERAl
www.bethehurricane.com | +44 (0) 20 8973 2175