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Rover.com needed to grow brand awareness among dog owners and sitter audiences alike. But while pet stories consistently charm the media, the space had become saturated – with consumer and lifestyle brands increasingly jumping on the bandwagon. To remain front of mind, Rover had to go further than feel-good – it needed to show authority, spark shareable moments and stay culturally relevant, all while driving visibility for its core booking platform.
We put Rover at the centre of the UK’s pet care conversation – smart, timely and culturally resonant.
We focused on stories that gave pet parents both reassurance and useful insights – reinforcing Rover’s role as a helpful, expert brand. These narratives were grounded in emotional connection and always tied back to the brand’s trusted service offer.
To stay relevant, we timed activity around national moments and social trends – from pandemic puppy surges to National Pet Day commentary. Our proactive media strategy saw Rover lead topical debates and appear in prime-time TV coverage, including a 3-minute feature on ITV’s ‘This Morning’.
Every story was shaped by tailored media hooks, first-party data and compelling imagery. This included the Pet Names Report launch, which saw a Bridgerton-inspired ‘Roverton House’ pop-up bring regal trends to life, and a Tavern Testers campaign that crowned the UK’s most dog-friendly pubs with regional fanfare and photo-led storytelling.
To drive traffic to Rover’s dog-friendly pub listings and build brand visibility, we launched a two-phase earned media campaign that turned local pub visits into a national talking point. The first phase called on the public to apply as ‘Tavern Testers’ in a search for the UK’s best dog-friendly pub, supported by consumer research to boost media appeal. Phase two announced the winning venues via a regional and national PR push, backed by a standout photoshoot that delivered engaging, high-quality imagery to amplify coverage.
To launch Rover’s annual Pet Names Report, we created a Bridgerton-inspired ‘Roverton House’ experience: a high-society, period-style photo pop-up where pet owners could capture their dogs in regal surroundings. Based on research showing a rise in aristocratic name trends, the campaign used a targeted media release to land wide-reaching coverage. A ‘Best in Ton’ social competition and collaboration with Le Corgi extended engagement across channels – turning cultural insight into a playful, high-impact moment for the brand.
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