VCA Animal Hospitals offer high-quality veterinary care and compassionate service.
But it’s one thing to say that and another to show it, especially to audiences who’ve never visited the hospitals.
An imminent pet podcast presented a partnership opportunity to connect emotionally with audiences and amplify the trust and expertise associated with VCA’s services.
It would prove just the breakthrough to boost awareness and reach new audiences in a crowded market and the never-ending whirlwind of pet content on social media.
Insight: Pet owners love stories about the bond with their animals—not just vet tips. A podcast could blend celebrity charm, real-life pet tales, and VCA’s expertise into something listeners would want to hear.
And so we partnered with actress and animal lover Maggie Lawson to host Unconditional, a podcast celebrating the joy that pets bring to our lives. Celebrities and veterinarians would feature to mix fun stories with trusted advice.
It was the perfect podcast for:
To maximize the opportunity we encouraged community engagement through real-time listener interactions, feedback, and active social media conversations, thereby fostering organic word-of-mouth advocacy.
And to tie it back to the Creator Economy, key video episodes were filmed at The Lighthouse, a campus for Creators that hosts a range of production studios and facilities.
EXECUTION
Kicking off in February 2025, the show found quick success.
Maggie’s charm and clear love for animals, especially her dog, Linus, helped the fledgling podcast attract audiences and notable celebrity guests.
Henry Winkler, Steve-O, and Janel Parrish were some of the first celebrities who, along with veterinary experts, shared personal pet stories, enhancing relatability and listener engagement.
To further promote the show we used popular clips from the show in a comprehensive social campaign which increased engagement.
Fan interaction helped grow engagement by soliciting their pet stories on social media. And truly helpful emergency pet care tips during the LA wildfires fostered trust among those affected communities.
By focusing on stories—not ads—VCA turned a podcast into a love letter to pets and their owners. The result? Listeners loved it:
Brand
Social
Through a thoughtful and emotionally compelling podcast strategy, VCA significantly enhanced brand loyalty, established deeper customer connections, and set a benchmark in creative brand storytelling.
