Trupanion Drives Growth in Young Pet Enrollments

Trupanion, a premium pet insurance brand providing medical insurance for cats and dogs in North America and Australia, emphasizes simple, fair, and comprehensive pet insurance coverage. They aim to eliminate financial concerns for pet owners when their pets are in need of medical care.

71%
Increase in enrollments

The Challenge

Trupanion needed a way to maximize customer lifetime value through paid media

Trupanion aimed to increase enrollments among young pets, a key audience for maximizing long-term customer value. Reaching this segment effectively through Display channels required a more targeted and data-driven approach.

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Bamboo's Approach

Bamboo launched Display campaigns targeting young pet owners

To prepare for peak demand Trupanion and Bamboo launched Display campaigns focused specifically on acquiring young pet owners. These campaigns also served as a testing ground for new audience strategies and bid optimizations.

  • Seasonal Timing: Launched campaigns to align with key moments of increased pet adoption and interest in insurance.
  • Audience Expansion: Reached new pet owners through a mix of affinity and contextual targeting to capture early interest and drive awareness.
  • Creative Messaging: Focused on relatable prompts that highlighted the value of pet insurance and encouraged engagement from new pet owners.
  • Enhanced Tracking: Collaborated with tech team to  implement quote and enrollment event tracking tied to pet age, enabling precise performance analysis for young pet segments.
  • Retargeting Strategy: Prospective customers were re-engaged with testimonial ads, reinforcing trust and driving conversions.

"Bamboo has been a trusted partner over the last couple of years showcasing strong experience in running paid search and paid social campaigns for us. The team has been very agile in experimenting with new testing opportunities for the brand."

Kartik Nallappa
Senior Manager Paid Media Marketing at Trupanion

The Results

In Display's first month, Enrollments increased by 71%

  • Enrollments attributed to Display increased by 71% in the first month post-launch. 
  • Bamboo used Programmatic Display as a full-funnel strategy to build demand and drive consideration among new pet owners. 
  • Continued refinements to targeting and bidding helped sustain growth in young pet enrollments over the following months

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