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PETA

Case Study: Mobilize Your Membership

Vision

People for the Ethical Treatment of Animals (PETA) — the largest animal rights organization in the world — wanted to mobilize its membership to email fashion designers with anti-fur messaging.

Strategy

Inform members about a cause they are likely to feel passionate about and provide them with an easy way to take action.

Action

Texted PETA members that simply replying “Y” would trigger an email telling an international fashion designer to stop using fur.

Sent members a follow-up email confirming that their message had been sent to the designer and offered additional ways for participants to be involved. This included making donations, joining PETA’s Action Team, forwarding an email to friends or signing up for urgent alerts.

Results

The campaign experienced an 18.5% conversion rate.

43.3% of those who took action did so within two minutes of receiving the text.

PETA immediately made plans to launch additional short code campaigns.

Partners 

Mobile marketing: Waterfall Mobile