Case study · Pet care
Paws & Co Veterinary Centre was a brand new independent vet in Wakefield with no profile and an empty diary. We led the launch with the vets’ advice rather than the opening itself. It earned 19 pieces of coverage, a live slot on BBC Radio Leeds and paid social clicks at 38 pence each.
- 19 pieces of launch coverage
- 39M combined circulation
- 31,443 people reached by paid social
- £0.38 cost per result on paid
- Client Paws & Co Veterinary Centre
- Sector Pet care, veterinary
- Services Press office, content, organic and paid social
- Audience Pet owners in Yorkshire
- Period August to November 2025
- Location Wakefield, West Yorkshire
What did Paws & Co need?
Paws & Co opened as Yorkshire’s only 360 pet-care hub, with vets, grooming, retail and clinics under one roof. The team wanted affordable, personal, independent care that felt more like family than a franchise. Nobody knew it existed yet.
- Business objective: drive bookings into the new centre from the day it opened.
- Communication objective: introduce the centre to Yorkshire pet owners through regional press, and position the vets as trusted local experts on pet welfare.
- Social objective: build a local audience and drive web traffic and sign-ups through paid social.
What was the insight?
A new vet opening is not much of a story. A local vet with useful, seasonal advice is. Pet owners would learn the name faster through helpful content than through a launch release alone.
So the idea was to lead with the vets, not the opening, and put them on the page every month with a Yorkshire angle.
What did we do?
- The launch release. We built a regional and national media list and pitched the opening, securing six announcement pieces.
- Four advice-led features. Autumn dangers, ticks and fleas, Bonfire Night and Christmas treats, each one profiling the vets.
- A topical opinion piece. The Bonfire Night piece won a live slot on BBC Radio Leeds.
- A content day. We filmed 10 videos of real pets, vets and the centre, then wrote monthly content plans around the seasons.
- Paid social. Targeted campaigns aimed at Yorkshire pet owners, optimised for web traffic and sign-ups.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage | 19 (17 regional, 2 national) | Prohibition coverage log |
| Outputs | Combined circulation | 39M | Prohibition coverage log |
| Outputs | Broadcast | 1 live BBC Radio Leeds slot | Prohibition coverage log |
| Outputs | Backlinks to the website | 17 | Prohibition coverage log |
| Out-takes | People reached by paid social | 31,443 | Meta Ads Manager |
| Out-takes | Organic engagements | 1,082 | Meta Business Suite |
| Outcomes | Paid link clicks | 576 at a 0.98% click-through rate | Meta Ads Manager |
| Outcomes | Cost per result | £0.38 | Meta Ads Manager |
| Outcomes | New followers | 131 across Facebook and Instagram | Meta Business Suite |
Where did Paws & Co appear?
- RegionalYorkshire PostYorkshire’s only 360 pet-care hub launches affordable veterinary centre
- RegionalYorkshire Evening PostRead the launch story
- RegionalDoncaster Free PressRead the launch story
What did Paws & Co get from it?
A new vet that was visible from the day it opened. Most independent practices spend their first year being discovered. Paws & Co launched with regional authority, a broadcast slot, a library of video content and a paid social plan that is already proving it can fill the diary.
What did we learn?
- Regional hook first. A Yorkshire angle on every release opened titles that rarely cover new openings.
- Advice travels. Seasonal welfare features raised the centre’s profile and the vets’ authority at the same time.
- Opinion gets you on air. A debate-led Bonfire Night piece won a broadcast slot for a brand with no history.
- What we would do differently. Track bookings from each channel from the start, so paid social and press can be tied directly to new clients.
