Key information:
ROSENGARTEN is a pet crematorium offering not only cremation services but also a range of personalized keepsakes that help preserve memories of a beloved companion.
- In Poland, there is growing discussion around dignified ways of saying goodbye to animal companions. A topic that was entirely niche just a few years ago is now gaining increasing attention and generating broader public conversation.
- ROSENGARTEN operates in a sector that is atypical for marketing and requires exceptional sensitivity, empathy, and tact in communication, without relying on standard sales-driven frameworks.
- The subject of pet cremation and memorialization still remains an area in Poland that requires education and gradual familiarization of audiences.
Our goals:
- Raising awareness of dignified pet farewells and cremation as a conscious and responsible form of memorializing a companion animal.
- Building the ROSENGARTEN brand as the first choice at the moment of losing a pet.
- Creating empathetic, balanced communication that responds to the emotional needs of pet caregivers.
- Gradually normalizing the topic of pet loss through education and the brand’s consistent, long-term presence.
Scope of activities:
- Execution of influencer marketing activities aligned with the brand’s character and the nature of the project.
- Link-building initiatives supporting the brand’s visibility in search engines.
- Translation and adaptation of the client’s content from German into Polish, with careful consideration of cultural context and the sensitivity of the subject matter.
- SEO optimization of blog content.
- Substantive and communication support in the development of sales and informational materials.
Results of the activities:
- Improved visibility of the ROSENGARTEN website in search results for informational queries related to pet cremation and saying goodbye to a companion animal.
- Steady growth in organic traffic driven by blog content optimization and link-building activities.
- Better alignment of content with the intent of users at the information-seeking and solution-comparison stages.
- Strengthened domain authority through the publication of high-quality, substantive content within a thematically sensitive niche.
- Establishment of strong SEO foundations to support the brand’s continued visibility growth in the Polish market.
Education Instead of Promotion – ROSENGARTEN Influencer Marketing
As part of the influencer marketing activities, a deep understanding of the subject matter and the responsibility associated with communicating it was essential. Pet cremation is a highly emotional topic; therefore, from the outset we assumed that a standard influencer marketing approach would not be appropriate in this case.
A decisive factor was selecting the right person to collaborate with. We were looking for a creator with knowledge of animals and hands-on experience working with them—someone capable of combining an empathetic tone with reliable, educational messaging. The influencer’s role was to act as a guide and a source of knowledge, rather than as a vehicle for overt promotional communication.
At the briefing stage, we deliberately moved away from standard expectations related to advertising formats and sales-driven narratives. We focused on naturalness, authentic language, and creating space to explain the topic of pet cremation in a calm and accessible manner. The objective of these activities was to raise awareness and gradually familiarize audiences with a difficult subject, rather than to generate short-term promotional effects.
This approach enabled the creation of communication that was fully aligned with ROSENGARTEN’s brand values and with the expectations of audiences for whom empathy, credibility, and education are of primary importance.
Marketing for Special Assignments
The foundation of this project was education and increasing audience sensitivity around a topic that remains difficult and rarely discussed for many people. Marketing activities were designed to prioritize the delivery of knowledge, explain processes, and address questions arising at the information-seeking stage, and only subsequently to support purchasing decisions.
The project combines SEO in a narrow niche with communication that requires tact and sensitivity, targeted at users who are in the information-seeking stage. Each phase is based on an analysis of queries that precede service-related decisions.
The main activities focus on informational materials that address specific user questions. Developing long-tail content, optimizing the blog, and implementing link-building initiatives increase the reach of educational materials in the places where users genuinely seek knowledge and the experiences of others, rather than advertising messages.
Influencer marketing was planned as a long-term initiative based on the publication of informational content on the profiles of creators who share content related to their pets. The activities focused on delivering reliable knowledge and addressing questions that naturally arise within their communities. The project launched a series of educational video materials that served as a starting point for further exploration of the topic and for building awareness through high-value informational content grounded in trust and the creators’ authentic relationships with their audiences.
This case demonstrates an approach in which education and audience sensitization form the foundation of effective marketing in niche and demanding categories. We combine technical expertise with experience in communication planning in contexts where decisions are made gradually and are driven by trust.
