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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.
