Trupanion: I turned member pet stories into the brand's most trusted proof point — and grew video performance 70% doing it.
At Trupanion, I led the organic social program — turning everyday pet moments into stories that built real emotional connection with pet parents and veterinary professionals, while still tying every piece of content back to broader growth goals.
I built a creative, high-performing team from the ground up — mentoring people to own ideas end-to-end, setting clear editorial standards, and producing work across short-form video, community-led narratives, and educational series.
I turned community research and performance data into strategy, iterating fast on what worked and partnering cross-functionally to shape broader marketing plans — including "The Answer This Series," the video format that became one of Trupanion's most reliable social performers.
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 a 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? 😅
Jiminy's Story
I championed this format because I believed member stories — turned into real, emotionally resonant videos — could build more trust than any polished brand video ever would. After securing legal permissions, members began sending in footage and narratives via DM — then I led the creative: writing tight scripts, designing visuals that put each pet front-and-center, and shaping edits that honored the honesty of the moments themselves.
For Jiminy's story specifically, I added a filtered voiceover that made the narrative feel personal and grounded in real experience, while still leaving room for vulnerability instead of over-polishing it. It paid off: we saw a meaningful influx of member testimonial submissions and UGC tags afterward, giving us an ongoing supply of permissioned, evergreen creative assets that 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.
Video Production
Nov 3, 2025
I took a straightforward vet interview and turned it into a mini-documentary — coaching Dr. Devine through the camera, calling shots on set, and shaping raw footage into one of Trupanion's most emotionally resonant videos.
Case Study
Claims data doesn't sound like content until it's a meme chart pulling a 78% share rate, or a Wrapped-style recap outperforming our carousel average by 72%. Four campaigns, one underused dataset.
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.
@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
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 through tools proficiency, planning, paid social understanding, and customer‑service instincts to execute reliably at scale.