Trupanion: championing pet health stories that sparked brand devotion and real-world impact
At Trupanion, I put pet passion at the core of our strategy, transforming everyday moments into purposeful stories that drove emotional connection and measurable business outcomes. I led the organic social program, designing storytelling frameworks that spoke directly to pet parents and veterinary professionals while ensuring every piece of content supported broader growth objectives.
I cultivated a creative, high-performance environment that valued experimentation, craft, and actionable insights. I mentored and empowered a talented social team to own ideas end-to-end, set clear editorial standards, and produce standout work across short-form video, community-led narratives, and educational series.
I translated community research and KPIs into actionable strategy, used performance benchmarks and rapid iteration to scale what worked, and partnered cross-functionally to shape broader marketing plans. As an advocate for our audiences, I balanced brand visibility with trust, anticipated trends, and delivered a cohesive, 360-degree editorial approach that amplified Trupanion’s voice and business impact.
Case Study
Nov 3, 2025
Utilizing member claims data to help shape social-first content with purpose and measurable drive.
Nov 3, 2025
Utilizing member claims data to help shape social-first content with purpose and measurable drive.
Organic Social Media Creative Strategy
Professional Demonstration:
Mastered social strategy and analytics, turning platform signals into measurable campaigns that drive reach, engagement, and business outcomes.
Balanced creativity and clear brand voice with strong communication, producing standout content and community-first responses that stay on‑tone.
Operated with tactical chops—tool proficiency, planning, paid social understanding, and customer‑service instincts—to execute reliably at scale.
@trupanion: It's National Pet ID Week, a reminder to ensure your pets have proper identification. Is your pet's info up to date?
@trupanion: Which Ollie is your vibe today? Tell us below.
@trupanion: With 4/20 just around the corner, stay aware and keep your pets safe from marijuana. If you think your pet has ingested marijuana, please contact your veterinarian immediately.
@trupanion: Who can relate? 🤚🐾
@trupanion: Big news: We’re excited to announce that we have paid over $3 billion in veterinary invoices! That's more than 11 million claims paid to ensure cats and dogs get the care they deserve to live their healthiest lives.
@trupanion: Whether they're soaking up the sun or enjoying the AC this summer, your pet should always have access to fresh, clean water. 💦
@trupanion: Living that dog parent life. What does your daily schedule look like? 📅🐶
@trupanion: Veterinary medicine takes heart — and people like Dr. Farzad, Dr. Marco, and Dr. Megan prove it day in and day out. 💙 Know a veterinary professional who brings that same dedication to their team and community? Nominate them for the Veterinary Appreciation Day™ Awards by May 9 🔗Link in bio #VeterinaryLove
Jiminy's Story
I was very passionate about turning member stories into emotionally resonant videos that felt authentic to our community and true to the brand. After securing legal permissions, members began sending footage and narratives via DM — then I led the creative: crafting tight scripts, designing visuals that put each pet front-and-center, and shaping edits that honored the honesty of the moments.
For Jiminy’s story I added a filtered voiceover to lift the narrative in a way that felt personal, warm, and grounded in real experience. The work kept the brand’s tone intact while making space for vulnerability, and it paid off: we saw a meaningful influx of member testimonial submissions and UGC tags, giving us ongoing, permissioned creative assets that amplified trust and helped scale member-led storytelling
@trupanion: We’re so happy to see Jiminy thriving — he brings joy to so many! Thank you for being such a wonderful dog mom, Lisa.
Top Performing Videos
Boop!
Unusual physical CTA and unlimited office dog access drove an impressive 88% video VTR%.
GRWM
Watch the office dogs teach a quick, feel-good lesson, creating shareable, informative content fans couldn't resist.
Stop Motion Treats
Had a blast with my new stop motion gear—led to one of Trupanion’s top-performing engagement videos.
National Pet Day
Showcased real Trupanion pets and crowdsourced member stories to celebrate National Pet Day with heartfelt authenticity.
The "Answer This" Series
Insurance was being cast as cold and transactional, but I knew Trupanion was different — full of pet-obsessed people, not unfeeling machines. I built a monthly, interview-style video series designed to surface that truth: simple prompts, candid answers, and real moments that let our company’s personalities and care for animals lead the narrative instead of product messaging.
Armed with a ring light, phone, and mic, I set up in high-traffic spaces and asked approachable questions like “Is your pet an morning bird or night owl?” and “What’s your pet’s favorite toy?” The format invited short, genuine responses that revealed warmth, humor, and deep empathy. I shaped each piece with tight edits and brand-aligned framing, so the content felt both authentic and unmistakably Trupanion.
The series became a reliable social staple, humanizing the brand, building trust, and giving followers a window into the people behind our promise. It also drove clear performance gains — a sustained +70% increase in VTR%— and delivered permissioned, evergreen UGC-style assets that reinforced our story: we’re a company powered by people who love pets.
@trupanion: What is your pet’s real name, and what do you actually call them? 😅
Video Production
Nov 3, 2025
Telling Dr. Devine’s story was an exhilarating, memorable shoot that transformed pet-health conversations into cinematic, human-centered storytelling.
Nov 3, 2025
Telling Dr. Devine’s story was an exhilarating, memorable shoot that transformed pet-health conversations into cinematic, human-centered storytelling.