The Body Shop has announced alongside digital growth company Urban Airship that it will launch a mobile wallet pass with the latest news and signature counts for its Forever Against Animal Testing campaign. Launched in June alongside Cruelty Free International, the Forever Against Animal Testing campaign aims to end cosmetic animal testing worldwide, through a petition that will be taken to the UN. The campaign will use mobile wallet passes to deepen ongoing engagement with supporters and help grow the 2,800,000+ signatures already collected online and in-store.
“Mobile wallet passes offer us the perfect vehicle to spread the word and grow support for our efforts to end cosmetic animal testing globally once and for all,” said Harriet Williams, Chief Digital Officer, The Body Shop. “The ease of creating, distributing and updating mobile wallet passes, combined with the high rate of social sharing, will help finish what The Body Shop started when we began campaigning against animal testing in the 1980s.”
Upon signing the petition online, people will be directed to a landing page where they will have the option to add the Forever Against Animal Testing wallet pass to their device. The wallet pass will also be linked in a thank you email, promoted by The Body Shop on social media channels and will provide regular news updates direct to users. Those receiving the pass from friends sharing it will have a link where they can go to sign the petition. Supporters can also use the campaign hashtag #ForeverAgainstAnimalTesting on social media to raise awareness of the issue.
A recent Urban Airship study of one million Apple Wallet coupons and loyalty cards of major retail brands found that more than three-quarters of passes installed were the result of sharing rather than being distributed through a brand’s channels. Apple Wallet coupons had the highest rate of sharing, each one being added to 4.3 other devices on average, which The Body Shop’s cause-related campaign is expected to eclipse.
“We’re proud to be lending our expertise and mobile wallet engagement solution, Urban Airship Reach, to this largest and most ambitious attempt to put an end to cosmetics animal testing globally,” said Brett Caine, CEO and president, Urban Airship. “The Body Shop’s effort will offer a textbook example of how easily and flexibly mobile wallets can be used to inform, inspire and activate audiences for a limitless range of purposes.”