Animalia — Case Study · Noetic Creative
Noetic CreativeAnimalia
InboundPaid AcquisitionAutomationsUGC

A playbook that
had to be rewritten.

Pet insurance works differently in the US than in Israel. The strategy that won at home had to be adapted, not copied.

Animalia acquisition creative for the US market, leading on unexpected vet costs
The real fear · Vet bills, not policy features
ServicesInbound · Paid Acquisition · Automations · UGC
IndustryPet Insurance · B2C
Clientanimalia.pet ↗
5xReturn on investment
−32%Reduction in customer acquisition cost
+20%Lead to MQL to customer conversion rate
+15%Increase in new customer base
The Brief

Cat’s out of the bag: Animalia is stateside.

We took a deep dive into the differences between the pet insurance industry in Israel and in the US, and into the differences between the two customer bases. What worked at home was not going to survive the translation unchanged.

Acquisition, copy and design worked together on engaging, high-converting videos, content, landing pages and sales funnels built for a highly competitive B2C market.

Method

Barking up the
right tree.

01

Adapted a proven marketing strategy from the Israeli market to the US

02

Used inbound strategies to generate qualified leads

03

Created zero-touch acquisition funnels

04

Used marketing automations and email campaigns to qualify leads and increase engagement

05

Leveraged a competitive analysis to take advantage of gaps in a highly competitive B2C market

The Work

Written for the
American pet owner.

Same product, a different anxiety. The creative had to speak to the one that actually keeps a US owner awake.

Animalia creative variant framing coverage around the pet rather than the policy
The pet, not the policy · Where the Israeli version led with cover
Social

Built to be
scrolled past — and not.

Animalia testimonial-style social creative featuring a cat on a laptop
Everyday reassurance · lifestyle
Animalia social creative dramatizing unexpected veterinary care
Unexpected care · coverage
Animalia social creative showing a dog receiving veterinary imaging
The vet moment · urgency
The Systems

Zero-touch,
then automated.

The funnel qualified the lead and the automations did the follow-up, which is where the acquisition cost came down.

Animalia campaign illustration used alongside automated follow-up
Always-on follow-up · qualify, then re-engage
Animalia campaign characters representing stages in the acquisition journey
The zero-touch journey · no salesperson in the middle
01 · AttractPaid and inboundUS-first creative turned anxiety into qualified attention. 02 · QualifyZero-touch funnelThe journey filtered intent before a salesperson was needed. 03 · Re-engageAutomated nurtureEmail brought promising leads back at the right moment.
Direction of Travel

What the adaptation
bought.

The Israeli playbook, rewritten for a US buyer.

Acquisition cost fell because the funnel qualified before a human ever did.

Outcome

Let’s talk
numbers.

5x

Return on investment.

−32%

Reduction in Customer Acquisition Cost (CAC).

+20%

Increase in Lead to MQL to Customer conversion rate (CVR).

+15%

Increase in new customer base.

A proven playbook is a starting point, not a shortcut.
Straight from the Source
Noetic helped us break into a saturated US market. Every team member we interacted with was professional and knowledgeable in their specific niche. Using automations, they have reduced our acquisition cost, while increasing the quality of our leads.
Yoni YoniFounder, Animalia
Suggested Martech Stack

Tools forthis approach.

Suggested platforms for this project’s channels and workflows, based on comparable case studies.

  • Meta Ads
  • Google Ads
  • HubSpot
  • GA4
  • Looker Studio
Why This Worked

Two markets, one product, two different fears.

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