Rover - KMG Case Study
November 2019 - ongoing
About Rover
Rover is a pet care platform that allows pet owners to book loving and playful pet care services like sitting, lodging and walks from a marketplace of qualified “sitters” from their neighborhood.
The Need
Founded in 2011, Rover has grown to a large international footprint with several copy-cat entrants in the marketplace. They wanted to update their brand— a need that was amplified in Spring 2020 when Covid-19 changed the way people interact with their pets and pet services among an unprecedented boom in pet adoption.
Goals were to
1) better connect with internal and external audiences (including both customers and the sitter community)
2) create further point-of-difference in a crowded marketplace
The Approach
It was important to Rover that they bring a collaborative, data-driven approach to the new brand positioning process in order to increase adoption across the entire organization.
KMG started with a two-day workshop with representatives across the organization to examine the marketplace, the customer, current Rover brand elements, and some best in class examples from both inside and outside of the category.
While Rover had a great deal of brand health and segmentation research, the team felt it was time to re-examine key pet owner motivations— both functional and emotional, and the impact on the pet care consideration set. KMG established and executed a plan to gather consumer insights from both quantitative and qualitative research to inform a recommended brand positioning shift.
The new brand framework was published in an internal brand guide and incorporated into Rover’s brand expression across customer touchpoints. The KMG team then ran a Brand Immersion workshop with cross-functional teams to develop internal alignment on how to adopt the brand promise into day to day workflows and decisions to expand delivery of brand-centric experiences along the customer journey.
Key Disciplines
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Consumer Insights
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Strategy
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Brand Positioning
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Tagline Development
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Brand Immersion
The Results
Using key insights from the research, KMG supported Rover’s re-positioning to focus on the “play-factor” that every pet-loving sitter on Rover brings to every walk, hang-out or extended stay. Rover featured the new positioning across marketing channels with new brand content such as their latest commercial.
Our Edge
KMG recognized how important the data was going to be to win over the organization. So we did our insights and we checked them twice. Then, we took the time to share the findings out to the entire organization one discussion at a time— to ensure buy-in and an enduring new brand direction.
Testimonials
“KMG did a great job helping us reimagine our brand. Unlike your typical marketing consultant or agency, KMG has a world-class team of practitioners who have a successful track record inside high growth organizations. Their commitment to a data-driven approach, combined with their creativity and entrepreneurial drive made a huge difference in their engagement with us. Highly recommended.”
