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Case study: RSPCA Think Pig Facebook game and blogger outreach

A few months ago we received a brief to build a blog for the RSPCA’s Think Pig project. The objectives were:

  • To increase consumer awareness around the welfare issues for farmed pigs
  • To educate consumers about what labels to look for to buy higher welfare, and why

The approach

On receiving the brief, to build a blog for recipes and welfare articles, we realised that the competition for recipe traffic would be too great and welfare messaging in a blog would not appeal to the target audience.

Instead, we decided to build a Facebook game. Within the first two months alone, 5,684 people engaged with the campaign by playing the game and 1,601 people ‘Liked’ the Page.

NixonMcInnes were great to work with, providing really useful insight and advice, even challenging our brief when necessary. Creating the Facebook game and page was a much better option than creating a blog. It has been a real success for the campaign and provided access to a highly engaged supporter base for the ongoing campaigning work we’re doing.  Mel Andrews – Campaign Manager, RSPCA

Read the full case study of our approach and see the results here.

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