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Client Brief and Objectives: When Napo's share of search dipped towards the end of 2024, the challenger pet insurer turned to Stakked to quickly rebuild visibility and awareness.
The immediate challenge was to secure national media coverage within just one week of winning the account, ahead of the Christmas puppy-buying season. Beyond that, Napo wanted to become the brand leading conversations around modern pet ownership, using PR and social together to increase visibility, strengthen search performance and communicate the breadth of its comprehensive cover.

Strategy and Creativity: Rather than talking about insurance policies, we talked about pet culture.

We built an always-on newsroom that identified trends, breaking news and seasonal moments where Napo could add genuine value. The programme launched with the world's first ShoeChew Cover, turning one of the biggest frustrations for new puppy owners into a headline-grabbing campaign that showcased Napo's comprehensive cover.

From there, we maintained momentum with reactive campaigns including The Real Ace Ventura Pet Detective, responding to pet theft concerns, alongside stories around travelling with pets, puppy training and the rise of the modern Cat Dad. Using Stakked's AI insights platform, MINDA, we identified emerging conversations early, allowing Napo to consistently stay ahead of the news agenda.

Method Deployed: The programme combined proactive media relations, founder profiling, expert commentary and SEO-focused content into a fully integrated PR strategy.
Alongside major campaign moments, we secured founder interviews, fundraising announcements and product-led features that reinforced Napo's authority while improving visibility across both search and AI-powered discovery.

PR and social worked together throughout the programme. While Munch drove earned media, Flabbergast created a consistent stream of social-first content through monthly shoots and creator campaigns, including Four Legged Fête, which brought pet owners together through real-world experiences designed for social sharing. The integrated content programme generated 279,000 views while growing Napo's audience by 33% month on month, helping build an engaged community alongside increasing earned visibility.

Together, both teams ensured every campaign worked harder across earned, owned and social channels.

Outcome and Formal Results Evaluation: Within just two months, the programme delivered a 67% increase in Napo's share of search, successfully reversing its decline through consistent earned media and integrated social activity.

Across the first five months, Stakked generated 100+ pieces of coverage, averaging one national media feature every other day while continually reinforcing Napo's positioning as the modern pet insurance challenger.

The results quickly expanded the relationship beyond PR, with Napo appointing Flabbergast to lead its social strategy and continuing to build its communications programme through Stakked's specialist agency model.

Fiona Campbell, Head of Marketing at Napo, said:
"We first appointed Stakked with one clear objective: to secure national coverage ahead of Christmas 2024, and they delivered almost immediately. Since then, they've continued to exceed expectations, helping us achieve multiple double-page national features and an average of one media mention every day, exactly the kind of visibility a challenger brand needs to compete in a crowded market.

The team genuinely understands our business, and what started as a PR partnership has naturally expanded into social, with further opportunities to work together as we grow. Their stackable model gives us access to specialist expertise exactly when we need it, while feeling like one seamless extension of our marketing team.

For a lean business like Napo, that's incredibly valuable. We benefit from the strategic thinking of a large agency combined with the energy, responsiveness and care of a specialist independent agency. Most importantly, they consistently deliver results."

Campaign Results:
- Always-on integrated PR and social programme
- 100+ pieces of earned coverage in five months
- 67% uplift in share of search in two months
- 279,000 social views and 33% month-on-month audience growth
- Averaged one national media feature every other day