Animal Testing Breaks Hearts

Animal Testing Breaks Hearts
peta2 Campaign – Summer 2009

Campaign Goal
Increase awareness about
cruelty of animal-testing for
personal care products.
Target demographic:
13 – 18 year old girls

Campaign Dynamics
Keep it positive: “You can make change!”
Make cruelty-free living easy and fun
Make it informative, but not too graphic
Give it the “cute factor”
Make it hip and trendy

Campaign Elements
Microsite where users can learn the issue, take action, enter contests, buy branded merchandise and spread the word
Partnerships with trendy cruelty-free companies
New mobile marketing initiatives
Celebrity involvement

The Microsite

Microsite Elements
Interactive tree petition: Engages users and encourages them to share the site with friends.

Microsite Elements
Move them: Create a memorable campaign video using popular bands and celebrities .

Microsite Elements
Get mobile: Partner with Hot Frog Creative to create an iPhone app to easily search for cruelty-free products.

Microsite Elements
Get mobile: Enable kids to sign the petition via text message.

Microsite Elements
Keep them coming back: Partner with mainstream cruelty-free companies for bi-weekly contests throughout the summer to collect
opt-ins and
increase site
traffic.

Microsite Elements
Spead the word: Push banners, wallpapers and embeddable MySpace contact tables to help users easily spread the campaign to their friends.

Microsite Elements
Wear it on your sleeve: Partner with hip clothing companies to create limited edition campaign t-shirts.

Microsite Elements
Hit the road: Showcase where peta2 will be promoting the campaign on the ground to get kids excited and demonstrate our street cred.

Microsite Elements
Keep it fresh: Include an RSS feed linking to the peta2 blog for weekly updates on the campaign.

Microsite Elements
Be a fan: Increase peta2’s Facebook fans and profile activity by having users upload images to our wall.

Feature Celeb Support

Online Promotions
Email campaign launch targeted to current peta2 supporters
Series of “Welcome to peta2” emails to new users
Emails to peta2 Street Teamers about specific campaign related “missions”
Thank you emails to users who enter the contest to get the contests to get them more active
Steady stream of Facebook status updates
Online blog pitches regarding celebrity support for the campaign
MySpace bulletins and layout change
Video promotion on YouTube
Teen girl targeted online advertising

Animal Testing Breaks Hearts

by Lara Sanders on Aug 25, 2009

Accessibility

Upload Details

Usage Rights

2 Embeds 103

Statistics

Animal Testing Breaks Hearts — Presentation Transcript

http://scienceblogs.com	98
http://www.slideshare.net	5