Makeover the World Eloise Shavelar and Rachel Williams RSPCA.
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Makeover the World Eloise Shavelar and Rachel Williams RSPCA
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Transcript of Makeover the World Eloise Shavelar and Rachel Williams RSPCA.
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 backingApproached celebrities who were right for the intended audience,
rather than ones who traditionally supported us.
What we did - media outreachTargeted 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.
