PetPack
Social Media Content, EDMs, Newsletters + Promotional Banners
Always-On
Social Media
Social Media Strategy / Content Planning
/ Content Design / Social Copy
Brief
Managing the social media service, I led a 'total refresh' of our social content's design and strategy for veterinary practices across Australia and New Zealand.
PetPack's old social designs were just that - old. For a service that's constantly moving with the times, the designs must follow suit. The content also needed to be engaging and easily digestible, especially when it's talking about nitty-gritty pet health information that pet owners often shrug at.
Solution
I took the basic words-on-image style and created new template designs, featuring calls to action, and introduced infographics and carousels into the mix with an ascending colour sequence to keep the posts connected through visual cues - because who doesn't love an aesthetically-pleasing grid?!
Technical terms
With a side sprinkle of animation for visual attraction, many PetPack posts focused on breaking down veterinary terms to help everyday pet owners understand and remember simple tools for monitoring their pet’s health.
Did you know?
Using language that makes pet owners curious, questioning how much they already know, opens a door for them to voluntarily read on and learn more about their pet’s health.
Everyone loves a listicle
Complete with a call to action, I included listicles as an essential part of our social media content. It’s simple, eye-catching and makes information easy to digest.
Results
More pet owners engaging with critical information, questioning when they’re not sure about something and heading to their vet as the primary sources of information for pet health.
Promotional
Banners
Conference Material Copy / Artwork Design
Brief
At the annual Australian Veterinary Association conference in March 2022, PetPack needed promotional banners that would stand out. As the first conference since rebranding (and since the pandemic), it was time to get back on the scene, build brand awareness and connect with potential leads (veterinary practice owners).
Solution
With visual ties to small and large animal practices to demonstrate the scope of PetPack’s clientele, the banners kept the look and feel simple, friendly and welcoming.
Highlighting PetPack’s brand positioning and values, the banners included playful copy and icons to clearly communicate our services.
As icing on top, I included social proof with quality testimonials from PetPack’s clients to illustrate trust in the brand through fellow veterinary clinics.
Results
A slew of leads and quality conversations with veterinary professionals in need of online marketing support, who shortly after converted to PetPack clients.
Newsletter Articles
Short- and Long-Form Editorial Copy
Brief
Produce environmental-focused articles for PetPack's monthly Pet Care Newsletter. The newsletter was distributed through the mailing lists of 80+ veterinary clinics around Australia and New Zealand, amounting to a reach of around 91,000 pet owners.
Solution
With above-industry-average open rates, we took advantage of the opportunity to connect with animal lovers on various topics related to climate action, species conservation and animal rights (topics which also happen to be passions of mine).
Each month, I researched and wrote about environmental news that I felt would be an educational, interesting read for our clients’ subscribers, with the aim of spreading awareness about a shared concern: animal welfare.
Lots of fantastic feedback from our clients on how their pet owner clientele appreciated the environmental information, written in a captivating way, that they wouldn’t otherwise the take time to search for.
Results
Paid Campaigns
Long-Form EDM Copy / Social Copy
/ Content Strategy / Artwork Design
Brief
Produce content for paid EDMs and complementing social posts on the prevention of common pet health risks, such as dental disease and diabetes, to get pet owners to engage with key, but often boring, messaging.
Solution
Leading with a question to engage the pet owner and challenge what they know, the strategy focused on capturing the audience with boldened (yet unfortunately shocking) facts.
By putting the onus on the owner to care for their pet's health at home in a fun, empowering way, the EDM and social post campaigns created an easy way for pet owners to understand what needs to be done to prevent health risks and disease in their pet.
With a great pet comes great responsibility
By empowering our audience, this concept discusses dental health neglect in a way that makes owners feel proud of their pet care duties and strive to be the best guardian they can be.
Not only does the concept take a positive spin on a serious topic, but it also reels in more regular dental checks for our clients.
Click the image to read the full EDM.
Heavy topics, light-hearted language
The last thing consumers want from marketing is to feel guilt or sadness, let alone when it’s about pets.
That’s why I angled PetPack’s campaigns to make light of the seriousness.
By positioning vets not only as the leading source of pet health information, but also as caring people, who are considerate of owners’ (their clients’) feelings, we strengthened trust in the brand and fostered a more humanised connection between our vets and their clients.
Results
Informed owners, vet visits, revenue for our vet clients and happy, healthy pets.