How Banfield Pet Hospital’s Not Just Fluff Builds Trust and Drives Conversions

Discover how Banfield Pet Hospital used podcasting to engage pet owners, build trust, and promote preventive pet care.

Seasons:

Format:

Advanced Interview Format

Service:

Full-Service

What they say about Quill

Their Story

Banfield Pet Hospital, a leading provider of preventive veterinary care, sought a unique way to connect with pet owners and emphasize the importance of proactive pet wellness.

The Banfield team approached Quill and with our agency’s support, they launched Not Just Fluff, a podcast aimed at educating listeners on preventive pet care in an engaging and approachable way.

Goals & Objectives

Banfield Pet Hospital launched Not Just Fluff to educate pet owners on the importance of preventive pet care while building trust and brand awareness.

With well-known pet influencer Hannah Shaw as the host, the podcast aims to engage listeners through relatable, expert-led conversations with Banfield veterinarians. The objective is to debunk common pet care myths, offer practical advice, and answer frequently asked questions from pet lovers.

However, the ultimate goal is to provide valuable, actionable insights for pet owners and drive conversions for Banfield’s Optimum Wellness Plans. To achieve this, Quill implemented a marketing approach that combined paid, owned, and earned media tactics, leveraging Hannah Shaw’s channels to drive traffic back to Banfield’s website and encourage listeners to take action on wellness plan offerings.

Approach

Establish trust, connection, and relationships with listeners by covering topics that matter most to them and their pets

Leverage an industry-celebrity host to establish immediate credibility, audience, and authority

Showcase Banfield veterinarians to educate listeners on pet care while highlighting their employees

Use a mix of both paid, owned, and earned marketing tactics to build consistent audience growth and drive conversions

Experiment with different storytelling techniques and measure what resonates best with audiences

Services

Creative Concepting

Episode Planning & Research

Episode Scripting

Host Sourcing & Coordination

Episode Recording

Sound Design & Editing

Graphic Design

Marketing & Audience Growth

Measurement & Distribution

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Results

2X

Over Marketing Campaigns KPI's

Gold AVA

Award Winner in the Podcast Series Category

People Pets

Mention in 2023

In addition to winning gold at the AVA Awards, press mentions, and over-performing on marketing deliverables, Not Just Fluff has a growing audience of followers and subscribers on both Apple and Spotify. Their podcast has also successfully connected with the target audience profile that they set out with for their show.