Objective:
To activate members to send Action Alert emails to fashion designers, PETA (People for Ethical Treatment of Animals) set up a compelling and simple mobile campaign, inspiring digital and mobile activism.

Technology Solution:
PETA selected Waterfall Mobile’s Msgme platform to power the mobile activism campaign. The platform empowers carriers, brands, agencies and technology companies to manage digital messaging and subscribers across mobile and social channels. Msgme enhances these channels with seamless integration of mobile web, video, coupons and QR codes and direct targeting tools such as location, demographic and user preferences.

PETA integrated Msgme with its existing CRM system that stored members’ information. When members replied “Y” to send the message to Donna Karan, the system matched mobile numbers with member information on file. This allowed PETA to send personalized messages to members, send follow up emails confirming their messages had been sent, and offer additional ways for members to get involved.

Campaign Results:
The conversion rate of PETA’s first test was so high they immediately made plans to use similar campaigns to urge its larger subscriber lists to get involved.

According to the Direct Marketing Association (2010), an average email marketing conversation rate is only 1.73%. So, when PETA’s mobile campaign experienced an 18.5% conversion rate, everyone was extremely pleased. On top of that, 43.3% of those who took action did so within two minutes of receiving the text.

PETA then pushed the message out to its larger PETA2 subscriber list and still garnered a nearly 6% response rate, again much higher than email marketing.

The mobile technology allowed PETA to activate its membership around the country and gave members the ability to have a voice in the fur debate.