Makeover the World Eloise Shavelar and Rachel Williams RSPCA.

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Presentation transcript:

Makeover the World Eloise Shavelar and Rachel Williams RSPCA

About the campaign Animal testing for cosmetics products and ingredients is banned in the EU - but not everywhere. We wanted to change this! Understanding our targets and our audience An innovative campaign with fun calls to action

Our KPIs 20,000 supporter actions, on- and offline To persuade two cosmetics companies to no longer use animals to develop ingredients and products.

What we did - the action page A fully responsive HTML action page 3-step action - different messages for different targets Intentionally different look and feel to other RSPCA campaigns Integrated TINT software to show photo action

What we did - the action page A fully responsive HTML action page 3-step action - different messages for different targets Intentionally different look and feel to other RSPCA campaigns Integrated TINT software to show photo action

What we did - celebrity backing Approached celebrities who were right for the intended audience, rather than ones who traditionally supported us.

What we did - media outreach Targeted media outreach and bloggers who were warm to the issue and relevant to the audience.

What we did - supporter comms. Utilised all online and offline supporter comms. to launch and sustain the campaign.

What we did - freshers fairs A new event targeting a key demographic in our audience. Making the campaign appropriate and appealing for this type of event - through the stall, the calls to action and the all important freebies - was key to making the events a success.

What we’re doing now - wrapping up The UK campaign is ending but in Australia it’s just starting! Joint UK- Australia Twitter campaign adds a new action for supporters to engage with.

What worked It was engaging for our supporters Allowed us to reach a new audience Trying new things - the HTML page, the look and feel, freshers events.

Key learnings Try new things! Know your audience Be realistic about what you can achieve in your timeframe ‘Losing’ campaigns aren’t always failures.

Any questions? #MakeovertheWorld

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