Pet insurance specialists Agria successfully activated a charity digital Walk the Dog campaign on Instagram, leveraging influencer marketing and Kolsquare to raise funds for animal shelters while boosting brand visibility and engagement across France.
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Founded 130 years ago in Sweden, pet insurance specialists Agria protect some 1.5 million pets in eight European markets. Specialising in dog and cat insurance, Agria offers tailored plans covering veterinary care, surgery, and preventive treatments like vaccinations and sterilisations. The company actively promotes animal welfare through partnerships with animal shelters and by supporting responsible pet ownership.
Having entered the French market in 2018, Agria recently moved its influencer marketing operations in-house, hiring a full-time Digital Marketing Officer, supported by Kolsquare.
For the company’s first influencer marketing campaign run through the Kolsquare platform, Agria decided to create and promote a digital ‘Dog Walk' event. The campaign sought to connect with animal lovers and raise funds for the Arpa animal shelter, all while bolstering Agria’s reputation in the French market. For each person who registered for the event through the brand’s website and posted a photo of their pet with #baladedeschiensagria (#walkthedogsagria), Agria donated €5 to an animal shelter, with the goal of raising €5,000.
With the aim of targeting as wide an audience of pet lovers as possible, Agria’s Digital Marketing Officer settled on a strategy of partnering with three Macro influencers (100K+ followers) for a paid influencer campaign.
“I wanted to focus on influencers who had a strong affinity for animals and large, credible followings who also had strong interests in pets,” Agria’s Digital Marketing Officer tells Kolsquare.
In refining her search, she used Kolsquare to filter for influencers based on specific criteria, including follower count, audience demographics, and past campaign performances. The platform’s search capabilities and data-driven insights enabled Agria to quickly and accurately identify potential KOL partners.
“Before I had access to Kolsquare, I used to search directly on Instagram for profiles but that way of doing things it's much less precise without the data, and much more time-consuming. With Kolsquare, searching for influencers was much simpler, much faster. I only used filters about things that interested me, such as 100,000+ followers with a French audience of over 60%, who have a cat or a dog,” explains Agria’s Digital Marketing Officer.
Influencers were asked to create content that highlighted the digital Dog Walk campaign, including relevant hashtags and website links. Agria provided a brief to ensure the content aligned with the campaign’s goals but left room for influencers to maintain their authentic style.
“I'd studied their profiles carefully in Kolsquare, so I found that their content corresponded well to what I wanted to promote,” comments Agria’s Digital Marketing Officer.
Agria’s digital Dog Walk campaign successfully raised the maximum donation of €5,000 for the chosen shelter, which directly benefited from both the donation and raised awareness of its presence.
“The shelter was in a bit of a tight spot, so they were very appreciative of the donation,” comments Agria’s spokesperson.
Between them, the three KOLs chosen for the Dog Walk campaign had a strong Audience Credibility score of 90%, with 85% based in France. The campaign generated 876K estimated impressions, from a potential target audience of 679K.
The campaign generated a peak in registrations on Agria’s website immediately following the publication of influencers’ content. And while the primary goal was not to increase Agria’s social media following, there was a noticeable increase in followers of the brand’s Instagram account due to the campaign’s visibility.
“I've never had a moment when I've said to myself, I don't understand the platform at all, it’s incomprehensible and I need to contact someone. Using Kolsquare has always been fluid; I've used the lists, the campaign feature, the search, and the filters in a way that's pretty easy to understand,” comments Agria’s Digital Marketing Officer. “I also made good use of the reporting section, to aggregate the results afterwards and demonstrate them to my manager.”
Using Kolsquare significantly reduced the time and effort needed for influencer selection and campaign management for the Dog Walk campaign. The platform’s reporting tools also made it easy to measure the campaign’s impact and provide performance insights to Agria leadership.
“This year was a bit of a test-and-learn year. We wanted to see how Kolsquare could work for us, and test the different ways I could use it. I find it very useful and it saves me a lot of time, which is not insignificant. Maybe next year we'll focus on doing a little more influencer campaigning outside the big events,” comments Agria’s spokesperson.
This case highlights how influencer marketing, even in niche industries, can drive meaningful engagement and achieve both awareness and financial goals, especially when supported by powerful tools like Kolsquare.
