60%
Increase in Inbound Links
2
In-Depth Data Studies
+150
Media Placements
Enhancing dog health awareness and care across the United States
Discover how EmbarkVet leveraged data science and strategic PR initiatives to become a leader in canine health, driving nationwide awareness and engagement through innovative studies and media campaigns.
The Brief
EmbarkVet, a pioneer in canine genetic testing and health, sought to amplify their brand presence and educate pet owners on the importance of dog health. The goal was to conduct data studies highlighting regional differences in dog care across the U.S. and to disseminate these findings through targeted media campaigns, thereby positioning EmbarkVet as a thought leader in the industry.
The Execution
To achieve these objectives, we implemented a multifaceted PR strategy that included:
Development of a PR Editorial Calendar: We established a comprehensive editorial calendar to align content creation and media outreach efforts with key milestones and events in the pet care industry.
Data Studies: We conducted two extensive data studies, analyzing over 190,000 Embark customer responses and an additional 1,977 pet owner surveys from all 50 states. These studies examined overall dog health, family integration of pets, and dog behavior and training, using 31 metrics to provide a detailed picture of dog care across the country.
Content Creation and Story Ideation: Our team generated compelling story ideas based on the data study findings, highlighting unique insights and trends in dog care that varied by region. This content was tailored to appeal to both pet owners and the media.
Media List Building and Pitch Writing: We built targeted media lists and crafted personalized pitches to engage relevant journalists, bloggers, and influencers in the pet care space. Our pitches emphasized EmbarkVet’s expertise and the significance of their findings.
Rapid Media Pitching and Monitoring: We executed a rapid pitching strategy to maximize media coverage, continuously monitoring media mentions and adjusting our approach as needed to ensure optimal results.
Campaign Reporting: We provided regular reports to EmbarkVet, detailing the progress of the campaign, media placements secured, and inbound links generated.
The Result
The campaign significantly elevated EmbarkVet’s profile in the pet care industry. The two data studies garnered extensive media attention, resulting in over 150 media placements within the campaign period. This coverage included features in top-tier publications and pet care blogs, boosting EmbarkVet’s visibility and authority. The strategic outreach efforts led to a 60% increase in inbound links, surpassing the initial goals and driving substantial traffic to EmbarkVet’s website.
Through our targeted and data-driven approach, EmbarkVet solidified its position as a leading voice in canine health, providing valuable insights to pet owners and the broader community.
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