[mindd showcase]
Four Paws Campaign
result: 1.7 million signatures
Four Paws is a non-profit foundation that stands up for animal rights and wants to ban animal suffering. It was asked to set up a campaign to collect more than one million signatures within Europe against breeding and killing animals for their fur. If this target is met, Europe should take action on it.
2 LANDING PAGES FOR THE #FURFREEEUROPE PETITION
The landing page had to make clear what the problem is and what can be done about it. We distinguished between three types of people we could reach.
- People who are very concerned about animals and would like to take action on it
- People who care about animals but have other priorities in life
- People who do not care about animals
We strategically focused on the first 2 target groups, each of which was given a different landing page. Indeed, target group 1 can be triggered with images of animal suffering. Target group 2 is more likely to be attracted to common sense, design or innovation.
Traditional
campaign
Common sense
campaign
SIGNING THE #FURFREEEUROPE PETITION
When it comes to petitions, there are many rules within European legislation. In addition, within the signing process, Four Paws wanted to entice people to also become members of the foundation. Finally, Four Paws wanted to seduce signatories to share the campaign on social media. Despite all the criteria, more than 660,000 signatures were collected within 2 months while the campaign would continue for another 6 months.
Traditional
campaign
Common sense
campaign
THE CAMPAIGN FOR #FURFREEEUROPE
The traffic for the two different landing pages came from 2 different campaigns on social media. One campaign was about animal suffering and the other played on knowledge, and it was only in the second step that it became clear what the purpose of the ad was.
Traditional
campaign
Common sense
campaign
Responsible for:
- SEO integration
- strategy, concept & design
- site implementations
- project support
