Product Spotlight: Lemonade Pet

OBJECTIVE

Support the Lemonade Pet product team with social content to drive brand awareness, quotes, and new policies.

Boosted Lemonade’s social performance by generating:

  • ~1K pet quotes via social media each quarter

  • 1.8x more impressions than non-pet related content

  • 1–2% share rate per post

  • An uptick in pet-related DMs and inquiries about coverage

RESULTS

LEMONADE x CHEWY CO-POST

After Lemonade’s pet product team secured a partnership with Chewy (a popular retail site for pet parents), we decided to maximize the relationship by building a co-post for Instagram that would also be served to Chewy’s 850K followers. During our initial brainstorm with Chewy’s marketing team, I suggested an educational Reel featuring products from Chewy’s store that can keep pets safe in summertime.

To ensure that the video felt native to the platform and would be promoted by Instagram’s algorithm, I filmed this piece on my iPhone featuring my own model pup Marcel, added text directly in Instagram, and chose a popular audio available for business accounts. By inviting Chewy to be a collaborator on the post, it was viewed by over 30K accounts (more than double Lemonade’s average post impressions) and strengthened Lemonade’s brand positioning.

EDITORIAL ADAPTION & LINK IN BIO

Thanks to SEO-optimized articles and embedded links, Lemonade’s blog drives the majority of quotes generated through organic content. To further boost these results, we decided to partner with the editorial team to turn upcoming long-form content into social-friendly videos. One of the best examples of this is our take on a blog article titled “Dog BBQ Safety 101,” which outlines the foods that dogs can and cannot eat at a cookout.

Knowing that Labor Day weekend was approaching, we decided to show these do’s and do not’s in a format that could be saved or shared with a friend. We ordered the ingredients to the office and filmed the construction of the “perfect plate,” with notes about what your dog should avoid. In the post caption, we encouraged viewers to visit the link in bio for the full article which has even more tips for keeping a pet safe during this type of event. To make sure it was served to the right audiences, we added hashtags frequently followed by pet parents (e.g. #petsafety, #pethealth) and specific to the holiday (e.g. #labordaybbq).

One additional benefit of filming content directly tied to an editorial piece is the ability to then embed the post back in the article—driving new audiences to our Instagram who may have found Lemonade’s blog article through a search engine. As part of our ongoing efforts to support the editorial team’s goals and build a more robust social calendar, we compiled a list of top-performing blog pieces (measured via both page views and quotes generated) and brainstormed how these could also translate to social.

COMMUNITY ENGAGEMENT & BUSINESS DATA

To celebrate the 3rd anniversary of Lemonade Pet’s launch, we worked with our business operations team to identify trends and unique statistics from our customer database. I decided to focus on pet names and interesting regional trends that would entertain and resonate emotionally with pet parents (as well as being non-material pieces of information that our legal team would be okay sharing publicly). Once I determined the final list of stats, I briefed our Creative team on the visuals that would be needed for this carousel.

Because pet names tend to be both a light-hearted topic as well as very personal for the parents who chose them, this topic lent itself to a fun CTA asking for audience comments. We asked for the best pet names via the final frame of the carousel and the caption and received more than 50 responses, leading to an engagement rate of nearly 6% on this post!

PRODUCT FUNCTIONALITY

To introduce our social audience to Lemonade’s UX and feature the in-app experience, I proposed a post featuring an often overlooked benefit of having a Lemonade Pet policy: the ability to chat directly with a licensed pet health expert. I asked the Pet product team for a log of recent vet chats over the past month to get a better understanding of how the feature was being used and the most common inquiries parents had. The majority of chats involved a pet ingesting something they shouldn’t have eaten, such as garbage, cosmetic products, and even clothing.

I worked with our Creative team to film and edit a Reel that could entertain like the rest of the Lemonade feed, but also show exactly how the chat functionality works. The result was a satirized depiction of an all-too-relatable scenario that pet parents might face that could also be cross-published to TikTok!