Vetster
Over 17.6 million brand views from a multi-tactic digital PR strategy
238
pieces of coverage in six months
15.6m
increase in organic impressions
23%
increase in monthly brand searches
01
The brief
Vetster is an online veterinary telehealth platform. It connects pet owners with licensed veterinary professionals for 24/7 virtual care.
Vetster came to Candour with a site that was already in a good position. The structure and technical foundations were solid, and the team had already invested in detailed medical content that offered credible guidance for pet owners.
They needed support reaching pet owners with high lifetime value: people searching with ongoing issues like allergies or parasites, rather than emergency care alone. To do this, Vetster needed on-site experiences that encouraged repeat visits and long-term relationships.
02
The opportunity
Digital PR was one strand of our strategy: amplifying Vetster’s authority. We used digital PR, vet-led storytelling and medically credible content to reinforce Vetster as a trusted name in virtual pet care. And, to attract the pet owners most likely to stay with the brand for their pet’s care over time.
Against competing sites, Vetster sat in the middle of the pack when it came to online coverage and backlinks. Our challenge was to break through in a competitive space, securing coverage that was meaningful and relevant to the pet owners Vetster wanted to reach.
This meant focusing on stories and campaigns that highlighted Vetster’s medical expertise and long-term support for pets, rather than chasing volume alone.
Kristen Johnson , Chief Growth Officer“Our goal wasn't simply to generate links, it was to preserve and strengthen Vetster's reputation as a trusted source of veterinary care. The Candour team took that to heart, identifying high-impact opportunities that delivered early results, built our authority and expanded our visibility.”
03
The PR strategy
We aligned digital PR with onsite content strategy to make Vetster more visible in search and to support connected onsite journeys for pet owners. Campaigns were planned around topics with clear commercial value: preventative care and the reality of managing ongoing pet health.
To guide our focus, we looked at how competitors were earning links and coverage. Three approaches consistently delivered: reactive outreach, turning onsite blog content into targeted pitches, and data-led campaigns. These formed the base of our strategy, each playing a role in securing relevant coverage while showcasing Vetster’s expertise.
Reactive outreach
We worked closely with Vetster’s veterinary experts to respond to journalists' queries with clear, practical insights and advice. By making sure we always had access to real veterinarian voices, we could share unique expertise that championed vets and put credible, medically sound information at the centre of every story.
Monitoring relevant news and journalists' feature requests allowed us to contribute commentary for upcoming stories in major US and international publications.
Vetster’s speed and attention to detail when responding to daily queries were fundamental to success. Journalists could rely on the team for credible, pet‑focused advice, which helped us build strong media relationships and secure regular coverage. Over time, this positioned Vetster as a trusted voice on pet health, not just another brand competing for attention.
Blog pitching
Vetster already had a bank of detailed, informative content on their site. Rather than starting from scratch, we repurposed this content, turning articles into ‘expert tips’ and ‘how-to’ style outreach campaigns. This increased the ROI of existing content and meant we could maintain regular launches without the resource demand.
Each pitch was shaped around the needs of different publications and audiences, from lifestyle titles to specialist pet press. We focused on elevating their best content and introducing it to new readers who were likely to need ongoing support.
Data-led campaigns
We developed data-led campaigns built on fresh insight, trend-spotting and actionable advice for pet owners. Each campaign was planned with multiple pitching angles so one campaign would speak to lifestyle, news and specialist pet and vet-focused publications.
Campaigns addressed common pet owner queries, like identifying allergy or parasite symptoms, and whether ChatGPT is really a reliable source for pet health queries. By keeping topics closely tied to Vetster’s commercial priorities and audience needs, we earned relevant links and coverage while driving millions of new impressions.
03
The results
Over six months, our work with Vetster delivered 238 pieces of coverage across relevant, high-authority websites, including Yahoo, Business Insider, Good Housekeeping, Parade Pets and Forbes. This coverage reached an estimated 17.6 million views from readers who matched Vetster’s target audience.
That coverage translated into measurable growth. Monthly brand searches grew by 23%, and referring domains increased by 28%, strengthening Vetster’s authority in online veterinary care. Year-on-year, vetster.com saw 15.6 million more organic impressions.
Together, these results show how targeted digital PR and content can help a brand stand out in a competitive space. By positioning Vetster as a trusted provider, we helped them attract pet owners who are more likely to stay with the brand over time.
23%
increase in monthly brand searches
17.6m
brand views
238
pieces of coverage
28%
increase in referring domains
15.6m
more organic impressions
