Case Study: Everypaw achieves 85% engagement uplift and market share growth with UserTesting

How Everypaw pet insurance used human insight to refine a TV campaign that increased their market share

Everypaw by Cardif Pinnacle, a BNP Paribas Cardif subsidiary offering pet insurance with 24/7 access to vets and nurse support, wanted to grow beyond its roughly 5% share of the UK pet insurance market. To compete with rivals on TV and win budget for future growth, marketing leaders needed a 30‑second commercial that made a major impact, so they used the UserTesting Human Insight Platform to vet and refine the ad before it aired.

Everypaw ran A/B tests with UK women ages 25–55 who were pet owners, testing music, voiceover messaging, CGI, and the final call‑to‑action screen. Insights showed preferences for a specific soundtrack, a voiceover highlighting unlimited 24/7 vet access and an online pet portal, and approval of the phone image; the free activity tracker was less appealing. The optimized spot delivered an 85% increase in immediate engagement—about twice as many people started a quote within five minutes of broadcast—and helped lift market share, with the team now applying similar testing to social campaigns and onboarding welcome boxes.

Everypaw

Diane Leung

Conversion Rate Optimisation Manager