Vereniging Proefdiervrij: TIME2MAKEUP

Credits & Description:

Advertiser: PROEFDIERVRIJ
Agency: ROORDA RECLAMEBUREAU
Category: Charities, Not for Profit and Public Information
Producer Interactive: Alex De Kok (Roorda)
Client: Marja Zuidgeest (Proefdiervrij)
Client Service Director: Jan Oldenburger (Roorda)
Art Director: Ap Mollinga (Roorda)
Designer: Davidson Lopes (Roorda)
Creative Director: Joeri Jansen (Roorda)
Interactive Director: Merlijn Hoek (Roorda)
Account Manager: Marguerite De Keijzer (Roorda)
Copy Writer: Martijn Kempe (Roorda)
Designer: Preetam Slot (Roorda)
App Builder: Valerie Ivangorodsky (Vivango)
Brief Explanation
New techniques make the cruel practice of animal testing more and more unneccessary. Thats why lots of cosmetics are already free of animal testing. Regrettably it was impossible to spot the difference between “good” and “bad” cosmetics, for women standing in a store to buy cosmetics.To help our targetaudience, women aged 13 tot 35, to make an animal friendly decision, we developped the Time2MakeUp app for Proefdiervrij. With the use of this app the target audience could scan the barcode on make up and immediately see whether it has been tested on animals. Ladies who dowloaded the app could share the result of the test with all of their friends on social media. And that way the news which mascara was free of animal testing and which was not spread fast througout the Netherlands.With te succesfull spread of the Time2MakeUp app we rewarded manufacturers of animal friendly products with positive attention and succesfull products and hit the manufacturers that still use animal testing where it hurt… in their wallets and reputation.The app was launched using “bought”, “owned” en “earned” media. We launched the app with a tag on to our commercial for Proefdiervrij, we used billboards on “lady“ TVchannels Net5 en TLC, bannering (on blogs, websites, mobile and ‘in-app’), an e-mail sent from Net5 and Facebook advertising. And we seeded the app amongst leading bloggers.We used Twitter, Facebook, our website and magazine. The app created loads of free publicity. It starrred on blogs, on sites, on national radio, in women’s magazines and on social media. To give you an idea. This campaign more than doubled the number of friends on Facebook for Proefdiervrij. From 10.000 to 26.223 Reaching a new and younger target audience Proefdiervrij desperatly needed.Using modest means the app was an instant hit.The app was downloaded 32,000 times and even became app of the week. 96000 Cosmetics products were scanned and shared through social media. De time2makeup app was nr 18 most downloaded on iTunes. In Google Play store it reached nr 13. The app was rewarded an 8+ on Q-Music App-Man review en was app of the week on Android World website.Yet the best result of the campaign was unforseen.On the first of march 2013 the European Union issued a total ban on animal testing for cosmetics. The best possible result we could ever have hoped for.