Admiral Pet Insurance DC Comics Partnership

Admiral re-launched pet insurance in-house in 2022 and needed awareness for the new product, but insurance is a low-interest, compliance-bound category, and the DC League of Super-Pets tie-in meant every asset also needed approval from DC, doubling the content approval burden. The campaign had to hold two tones at once, carrying a regulated insurance message while matching the light, entertaining feel of the film. Disrupt Marketing's approach was that vet creators lend an insurance message credibility that entertainment creators alone cannot, while pet creators supply the stopping power that earns attention in feed.

The agency built an exacting brief covering both Admiral's and DC's requirements, agreed an extended approval window with creators upfront, and ran content across Instagram and TikTok, including Instagram Stories, pairing credible vet creators with entertaining pet accounts so the campaign could carry the insurance message while matching the fun tone of the film.

Treating the dual approval process as a planning input kept a regulated campaign moving, and mixing vet creators for trust with pet creators for reach let one campaign serve both goals. Content ran on Instagram and TikTok. Disrupt Marketing reports 511k impressions, described as 150% over target, with 20k engagements, a 5.5% engagement rate and 63k Instagram Story opens, plus recognition at the Digital Growth Awards; all figures come from the agency's own case study. Independent coverage confirms the product launch and the DC partnership but not the agency or the campaign, and with targets undisclosed the over-target claim cannot be benchmarked.