Rotterdam, November 2025 — Modern Citizens, the content agency specialised in social-first content for TikTok, Instagram and YouTube, has won Figo Pet’s social pitch for the Netherlands and Belgium. With this collaboration, Figo Pet is focusing on brand growth and community building through short-form video.
Modern Citizens is developing an always-on social strategy and content production centred around short, powerful video formats. The focus is on increasing brand awareness and consideration for pet insurance through authentic stories from pet owners, pets and veterinarians — combined with humour, bold creativity and educational angles.
The approach includes snackable series, social-first campaigns and data-driven optimisation for maximum performance. “As the pet health insurance provider, we want every animal to have access to the right care and for owners to feel supported at the moments that really matter. Together with Modern Citizens, we are building a social-first strategy in which storytelling and short-form video take centre stage. This way, we help pet owners, in an accessible and relatable way, to become familiar with the importance of pet insurance and the role Figo plays in it.” — Samantha Bakker, Head of Growth, Figo Pet
“Figo is not a generic insurer with a pet label, but a true pet insurer with specialised expertise. We bring that expertise to life in stories and formats that instantly resonate with pet owners — relevant for the audience, distinctive for the brand,” says Twan van Empelen, Content Director at Modern Citizens.
The strategy for the Netherlands and Belgium is uniform in brand narrative and creative framework, but is rolled out locally with attention to language, culture and platform dynamics. Modern Citizens manages the full chain: concept, scripting, production, post-production, channel distribution and reporting.
