makeover the world eloise shavelar and rachel williams rspca

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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.

Any questions?

eloise.shavelar@rspca.org.ukrachel.williams@rspca.org.uk

www.rspca.org.uk/makeovertheworld

#MakeovertheWorld

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