Quick Hit
Healthy Paws
The Red Thread to Making Healthy Paws Top Dog
The Ask
Position Heathy Paws as the most trusted and innovative voice in pet health and wellness.
The Thread
While pet ownership is at an all-time high, pet insurance adoption remains low—and the category is overcrowded with similar messaging, rankings, and award campaigns. Healthy Paws had an opportunity to break through by owning a whitespace that competitors largely ignored: credible thought leadership rooted in veterinary expertise, data-driven insights and a broader conversation about pet wellness and protection.
The Approach
We built an earned-first program around executive thought leadership and brand media relations, using proactive pitching around claims insights and timely commentary to position Healthy Paws as a trusted source of guidance for pet parents and industry audiences alike areas being neglected or irregularly pursued by their peers with greater SOV.
The Impact
- 903 earned, paid and affiliate media mentions in the first six months
- 30% of all media impressions driven by Red Thread PR placements
- Coverage in top-tier outlets including Money.com, Good Housekeeping and TIME
- Since partnering with Red Thread PR, Healthy Paws has seen a 17.84% increase in direct traffic to its website.
Most importantly, Healthy Paws began earning visibility for something larger than insurance: becoming a trusted voice in the pet wellness conversation.
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