Agria: The Danish Pet Hero (Danmarks Dyrehelte)

Social Media


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PR and social media is an effective combination – and when the content is pets, the effect is only positive. In the autumn of 2015 Frontpage ran an integrated campaign for Agria Pet Insurance. In collaboration with leading animal organizations in Denmark, Agria Pet Insurance selected a special pet – the Danish Pet Hero. The goal of the campaign was to create publicity in the media, engagement on Facebook and knowledge about Agria Pet Insurance’s products. Through an app on Agria Pet Insurance’s Facebook page we collected pictures and stories from pet owners. We made agreements with appropriate media so we could post stories directly in the media’s Facebook feeds. We reached our goals compared to the KPI’s. In a few weeks we got 540 entries in the competition, more than 12,000 clicks and more than 365,000 users were exposed on Facebook. Status updates were shared well above average – not only by individuals but also by pet clinics, organizations and shops that invited customers to participate. The selected winner stories generated widespread publicity in the media – both on web, print and television. More than three million Danes were potentially exposed to the campaign through the media. Overall, the campaign has reached a very large audience. Pet owners involved in the Facebook initiative and shared their stories and pictures. The activities surrounding the winning story reached wideout on Facebook and in the media. And the campaign as a whole generated a huge boost in traffic to Agria Pet Insurance’s website. Hear more about our work with Agria – please contact consultant Laura Bisted Jacobsen on

Client: Agria
Location: København
Industry of the client: Insurance
Audience: Business to Consumer
Geographic scope: International
Service provided: Social Media

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