Since 2017, Bought By Many has been shaking-up the pet insurance sector with its digital-first approach and high level of customer service. It’s a true industry disrupter with ambitious plans for the future – but was struggling to achieve this positioning in insurance trade and business media. It tasked Brands2life with raising the business’ profile in these titles and ensuring this messaging pulled-through in coverage.
We developed a two-pronged approach focusing on business profiling and thought leadership. Understanding that the best way to achieve profile coverage was with company news, we developed targeted media outreach plans for financial updates and expansion announcements. These allowed us to capitalise on moments of media interest to tell Bought By Many’s story.
We also worked with spokespeople to develop a sequence of thought leadership articles to highlight aspects of Bought By Many’s technology and customer proposition which set the business apart from competitors. We placed these in target tech and insurance titles.
Within 12 months, we delivered 72 pieces in corporate and trade media, positioning Bought By Many as a fast growth, digital disruptor focused on international expansion as it moves more broadly into the pet wellness space.