Furkin Pet Insurance is a new player is in an incredibly competitive market with peers such as Fetchpet, Petsecure, and Spot to name a few. The brand needed a way to set itself apart from competitors, scale enrollments, and maintain cost-per-enrollment goals after a slow start coming into the market.

The Bamboo and the Furkin team collaborated on not only paid media strategies and creative, but also acted on opportunities to increase quote > enrollment rate by improving user experience and honing in on brand messaging. Both teams looked beyond channel management to paid program strategy and landing page experience to make sure potential enrollees had a holistic & compelling view of the brand from start to finish.  

Social vs Search 

With view-through conversions and Apple’s privacy laws, one of the larger challenges was having clear visibility into social performance on a business level. To understand better how the channels interact with each other and the business, Bamboo tested the media mix between search and social and the impact on brand volume. Additionally, testing a different channel split and noting impact on overall performance was critical as Bamboo landed on a 70/30 Social/Search split.

This will vary for different advertisers based on the industry, and awareness of the brand in the market. With Furkin being a new brand, it aligned with the objective of also increasing overall awareness of the brand.

Incremental geo expansion driven by higher confidence in strategy

Bamboo found success within platforms by targeting most populous cities and regions within Canada. As campaign scaled, expanding into new territories was deliberate and intentional. Bamboo expanded into specific zip codes and provinces before extending our media reach to a country wide target. At this time, there was high confidence in the strategy since winning creatives, messaging and overall media strategy had been identified.

Social testing 

Within Social, Bamboo leaned heavily into testing various aspects of our strategy. With lower budgets, Bamboo established testing strategies that ranged from A/B tests, and informal testing with benchmarks and check in cadences to make quick decisions based on directional data (platform + business level).

Search

Since Google noted higher conversion volume, we set up campaigns optimizing for Enrollments. However, since we were limited by budgets, the campaigns were set at Maximize conversions. In Q3, Search scaled 64% driving 110% more enrollments Q/Q at a 22% efficient CPE. We were able to unlock this using a mix of strategies laid out below.

Brand vs Non Brand

On search, the objective was to scale within the pet insurance category  with our Non Brand effort since we wanted to lean into the most incremental tactic while capturing all brand demand that social was generating. Over the quarter, Bamboo successfully increased Non Brand split from 59% -> 70% which drove 128% more enrollments at a 14% more efficient CPE.

Scaling Non Brand with Broad + Phrase & Exact + DSA 

Unlocking Non Brand in an extremely competitive market was critical for Bamboo since it would prove to be the most incremental. Bamboo wasable to do this leaning into a multi pronged approach leaning into DSA to capture and mine new queries while testing Broad Match at lower budgets and using phrase & exact campaigns to maintain control on performance. As a result, Non Brand scaled 94%.  

While the Bamboo team worked on media strategies, the Furkin team worked quickly internally to facilitate a better user experience across the media touch points and at a product level. They were able to do this successfully by:

• Creating and optimizing landing pages for specific themes
• Simplifying the user checkout process
• Waiving enrollment fee and providing multi-pet enroll discounts temporarily  to incentivize users to enroll their pets

The strategic channel allocation, in-platform audience and creative testing on Meta, and flexible strategy and channel mix pivots married improvements on the business side to grow the program M/M.

At Bamboo, we place emphasis on partnering with our clients to build better growth programs. Furkin’s appetite for risk, continued learning, and collaboration was instrumental to test into the new strategies as we scaled across channels to learn what works and how we can iterate what doesn’t. As a result, Furkin was able to:

• Scale media spend 109% 
• Increase enrollment volume by 136%
• Decrease CPA by 11%