Agria Pet Insurance Content

The 2024 Agria UK pet-channel results reflect a year of strategic evolution, deeper storytelling, and consistently high-performing content. Managing the channels and shaping their creative direction has been exceptionally rewarding, with every key metric showing great year-on-year improvement. Impressions climbed to 762,000, up 32.3% from the previous year. Shares rose to 3,207, an impressive 233% increase, while reactions reached 60,000, marking a 397% uplift. Audience growth also remained strong, with the channels reaching 19,707 followers, a rise of 17.2%.
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This growth was driven not only by an uplift in volume, but by a deliberate shift in the quality and style of content. Broadening the use of user-generated content ensured the channels felt more authentic and rooted in the everyday lives of pet owners. Strengthening relationships with Friends of Agria, inviting more behind-the-scenes moments, expert insights, and partnership-led engagement that helped expand visibility across trusted voices in the pet community.
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A key driver was also our increased focus on emotive, story-led content, in particular, real customer stories where Agria’s lifetime insurance has played a vital role in transforming or saving a pet’s life. These highly human pieces consistently drove above-average engagement, with audiences responding strongly to honest accounts of resilience, care, and the difference comprehensive insurance can make.
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Alongside this sustained growth, I led the creative content campaign for Crufts, which delivered a major spike in reach and engagement across the channels. The campaign reached more than 65,000 people, and one viral clip alone generated 445,000 views and 56,200 likes.
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Together, these results highlight the impact of a more narrative-driven, community-focused approach, blending expert-led content, emotive storytelling, and authentic owner experiences to deliver measurable, sustained growth for Agria’s pet channels.

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