Agria Pawsonality Profiler

The Challenge

Agria Pet Insurance offers high quality lifetime cover for dogs, cats, horses, and rabbits. Their cover is particularly well positioned to cover pets from day one – supporting families “from the first pat to the last hug”. But with much bigger spending competitors the challenge was; how could we increase brand awareness and affiliation with Agria earlier in the pet insurance decision making journey, to generate more enquiries and take-up of their free cover at the start of the pet ownership journey.

The Approach

We recognised a great opportunity to build brand awareness and saliency with pet owners of the future. Whether they are already scrolling through puppy photos online, visiting rescue centres, or simply lying awake wondering if they were truly ready for a four-legged family member – these future pet owners presented a real opportunity for Agria – to step in during those crucial early moments and become the trusted guide that helps people navigate one of their most important decisions.

We focused on solving one of the most important decisions prospective pet owners face, (finding the perfect four-legged companion for their unique lifestyle and circumstances), by creating “The Pawsonality Profiler” – an interactive tool that helps potential new owners narrow down their breed selection.

How it worked: The quiz collected information about prospective owners’:

• Living space and accommodation type
• Available time for exercise and grooming
• Experience level with pet ownership
• Preferences for dog size and energy levels
• Timeline for getting a puppy

Based on their responses, users received recommendations from the top 35 most popular dog breeds (using 2024 purchase data). Each recommendation included detailed breed information, care requirements, and lifestyle compatibility insights – giving people the confidence and knowledge they needed to make the right choice for them and their circumstances. It wasn’t just about finding any dog; it was about giving them the tools and information to help them discover their potential perfect companion, and feeling genuinely prepared to welcome them home.

Agria Pawsonality Profiler

After completing the quiz, users entered a tailored email sequence that offered further breed and puppy information to help gently guide them through the start of their pet ownership journey. Whether someone was just dreaming about breeds, actively visiting breeders, or counting down the months until they could welcome a puppy home, they received information and support at exactly the right time – ensuring no one felt lost or unprepared for such an important life change.

As an incentive to sign-up, we promoted their 5-week free cover offer for new puppy policies, giving future pet parents one less thing to worry about during those precious early weeks.

5 different email sequences were crafted based on where people were in their journey, with carefully timed messages that arrived when they’d be most helpful.

All users immediately received:

• A personalised email with their breed match based on their quiz responses
• Information about all 35 breeds for thorough comparison
• Access to practical guides and FAQs on Agria’s website

Follow-up emails were then scheduled based on the timings they gave as part of their quiz responses, as to when they expected to get a puppy – in the next month, 3-6 months, or if they were unsure. These emails offered continued encouragement and practical advice at the right time to help people feel truly ready to give their future companion the well-prepared home they deserved.

The quiz was promoted through Agria’s social media channels.

The Results

It’s early days but the Pawsonality Profiler has delivered strong initial performance across all key metrics:

• Lead volume – confidential
• Quiz Completion Rate (43%)
• Conversion Rate (21.7%)
• Email Open Rate (60.8%)

With the ultimate goal of tracking the conversion journey to the uptake of free 5 week cover and then paid cover – as the participants progress to become pet owners and hopefully a positive ROI.

Want to build brand awareness earlier in the customer journey – and turn curiosity into action? Talk to Moreish Marketing, a marketing agency specialising in insurance and financial services growth.