The typical customer journey begins with someone asking Petplan for a quote. This inevitably leads people to focus more on price than on the added value Petplan offer as petcare specialists.
Petplan had already developed static web pages giving breed-specific information to help people make the right choice, but traffic was relatively thin.
Create a library of short videos, each looking at one of the UK’s 10 most popular dog breeds. No selling, just clear and helpful advice that subtly builds brand awareness and positions Petplan as pet experts.
Pet personality plus professional advice
CHS planned and managed the video production from storyboarding and logistics to propping, shoot and post-production.
Each film intercuts action and close-up footage of the designated breed of dog with Petplan’s resident veterinary expert Brian Faulkner guiding viewers through the key points to consider before making up their mind.
Petplan’s blue name tag, collar and lead provide understated links to branding. End screens include clickable thumbnails to other videos in the series.
Gaining traction pre-purchase
Petplan now has a growing library of breed-specific videos, hosted on YouTube, optimised to rank well against the hundreds of others vying for the same space. This can only help Petplan’s long-term commitment to occupying a position of authority on pet information and reinforce its premium brand status.