Case Study: PETA

PETA

PETA
  • 1 photographer for 1 hour at each location
  • 350 campaign photos taken
  • 50 edited photos sent within 48 hours
  • 1K+ likes and shares on social media
  • Increased brand and campaign awareness
  • Campaign mentioned in Business Insider, Fox News and The Daily Mail.
  • 1,000 likes on social media achieved

PETA (The People for the Ethical Treatment of Animals) is the largest animal rights organization in the world, with more than 6.5 million members and supporters. They are dedicated to establishing and protecting the rights of all animals and work to educate policymakers and the general public about cruelty to animals through research, legislation, special events, celebrity involvement and protest campaigns around the world. The group are well-known for their striking campaigns, with many of them having been the focus of controversy, both inside and outside the animal rights movement.

 

PETA’s recent street campaign saw two vegan ambassadors tour Russia, Romania and Turkey and take to the streets and teach passers-by about the benefits of leading a vegan lifestyle. Dressed in costumes made out of lettuce leaves, the aptly named ’Lettuce Ladies’ got plenty of attention as they endured varying weather conditions and stood for photos with tourists - all in the name of spreading the vegan message.

 

AIMS

As with most of PETA’s street campaigns is to make waves in the press and capturing the action on camera is of paramount importance. With high-quality professional photography, we aimed to provide the group with viral content which had the versatility to be used and shared across multiple communication channels. PETA wanted us to focus on capturing all interactions between the ambassadors and members of the public, as well as the associated promotional materials, in order to showcase the campaign to their audience.

 

EXECUTION

Splento joined the PETA crew and the Lettuce Ladies on their street campaign days in both St Petersburg and Moscow for an hour of shooting at each location. To ensure we produced content that they would be proud of, we took over 350 photos over the two days. The top photos were then carefully selected by our editing team, retouched and uploaded to private online galleries. Due to our streamlined photo processing system and clever photo gallery design, the campaign organisers were able to easily download and share the photos in less than 2 days after the sessions.  

 

ACHIEVEMENT

PETA used the finished photos in a blog post and posted to their Twitter, which has 1M+ followers, Facebook, which has 530K+ likes and £480K followers and Instagram which has 580K+ followers. The campaign content generated over 1,000 likes on social media and mentions in well-known media channels, such as Business Insider, Fox News and The Daily Mail.

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