Case Study: Waggel

Client

Waggel Pet Insurance - B2C pet insurer with a strategic B2B objective: increasing brand awareness and advocacy within veterinary practices.

The Challenge

Veterinary professionals play a critical role in influencing pet insurance decisions. However, Waggel lacked brand awareness within veterinary practices and was not clearly differentiated against established competitors.

As a result, when pet owners asked for insurance recommendations, vets consistently referenced competitor brands over Waggel.

Core problem statement:

“Not enough veterinary professionals are aware of Waggel or understand how it helps pet owners afford the best possible care when it matters most.”

Our Approach

1. Competitor & market intelligence

We conducted an in-depth analysis of the competitive landscape to understand:

• Which ATL and BTL channels competitors were using
• Relative media spend vs. brand visibility
• Gaps and opportunities in messaging and positioning

2. Clear objectives & measurable KPIs

Primary objective:

Elevate Waggel’s presence and reputation at every stage of a veterinary professional’s career journey.

Measurement:

• KPIs were set at campaign level to ensure accurate ROI tracking
• Performance data was designed to support internal decision-making and investor confidence

3. Lean vs. Growth strategy

As this was a new strategic focus for Waggel, additional investor funding was required. We therefore proposed two routes:

• Lean strategy: BTL-led, lower investment, focused on testing and learning
• Growth strategy: Integrated ATL + BTL, requiring significant budget allocation

The decision was made to start lean, underpinned by a rigorous test-and-learn philosophy. All activity was trialled on modest budgets before unlocking full investment.

4. Vet journey mapping & channel activation

We mapped the full veterinary professional journey from training through to in-practice employment, across both physical and digital touchpoints.

Key channels and campaigns included:

PR & paid placements

• Academic journals and key industry publications
• Engagement measured via surveys embedded within content

LinkedIn advertising

• Paid campaigns targeted by job title and company name
• Creative testing across multiple formats

Results:

• Average weekly reach of 8,000
• £11 CPC

Industry Exhibitions

• Attendance at The London Vet Show, BSAVA, and BVA
• Lead generation via interactive stand design and branded giveaways
• Surveys used to measure awareness and educate attendees

Results:

• 35% engagement rate with veterinary professionals

In-Clinic Activations

• Cupcakes and educational leaflets sent to 42 veterinary clinics
• Pre- and post-campaign quantitative surveys

Results:

• 13% increase in brand recommendation

Geo-Location Testing Campaigns

To assess whether personal product adoption would drive advocacy, we tested exclusive Waggel insurance discounts for veterinary professionals.

• 3 UK regions selected (150 clinics per area)
• Variables tested:
  • Offer structure and delivery method
  • Impact on vet-led referrals to clients
• Delivery methods included:
  • Direct mail
  • Email
  • In-person sales rep engagement

Regions were selected based on consistency in conversion rates, quote volumes, premiums, and risk profiles.

Outcome

1. Performance thresholds exceeded
   All campaigns exceeded performance thresholds required to unlock full implementation funding.
2. Data-driven decision making
   Results were reported directly to senior leadership and investors. Waggel gained clear insight into which channels and campaign structures delivered the strongest ROI.
3. Strategic investment clarity
   Most importantly, Waggel was able to make a fully informed, data-backed decision on long-term investment into the B2B veterinary market.