WSPA - Not in my cuppa

WSPA

Landscape

Would you drink factory milk from 'battery' cows?

Not in my cuppa is the World Society for the Protection of Animals campaign against allowing intensive US-style dairy farming to spread in the UK.

WSPA UK wants to stop mega-dairies from being built in the UK. If mega-dairies are built they will mark a significant shift in the country’s agriculture towards an intensive dairy system such as the one found in America.

The brief was for Roost to widen the appeal and reach of the cause, driving traffic to the central campaign hub and generating sign ups on www.notinmycuppa.com.

Through the persona of Molly the Cow, editorial and rich media content was delivered to educate and engage an audience about the cause, taking users on a journey with Molly as she experienced the terrors of a mega-dairy.

Insights

The activity had been confined to a niche passionate audience who were no longer continuing to drive word of mouth around the campaign.

Through engaging communities with a relevant and more light hearted approach we were able to build the community through widening the campaign’s accessibility and appeal.

Impact

For the duration of the activity, the NIMC community’s social engagement increased by 50% through content generation and consumption.

We drove a 20% increase in monthly Facebook interactions, page views and ‘likes’ resulting in increased sign up to the website as a result of focused traffic driving.

Using creative assets to support the editorial roadmap, Molly’s missing poster attracted 1,245 views in a single day.

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