John Lewis

John Lewis

Making pets part of the family

John Lewis
Interactive content


John Lewis approached Sticky with a brief for its new Pet Insurance campaign focusing on the bond between an owner and their pet over the course of its lifetime.

The challenge was to create content for the product hub that conveyed how pets have become part of the family, especially among younger people without children.


Informed by research, we looked beyond obvious competitors to parenting resources such as Babycentre. We planned and created a series of advice articles, interactive quizzes and stage-by-stage animations that covered pet development and family relationships, from preparation for the pet’s arrival to the later stages of life.


The John Lewis web team reported a significant increase in engagement, dwell times and awareness, plus reduced bounce rates from the relaunched pet content.