Abacus Partners With The Body Shop Canada To Drive Signatures On Forever Against Animal Testing Petition

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Facebook ad campaign encouraged users to sign Forever Against Animal Testing campaign petition, with over 30,000 signatures in first 30 days

Today performance marketing agency Abacus released the results of an ad campaign launched in partnership with The Body Shop Canada, which encouraged Facebook users to sign a petition encouraging a global ban on animal testing in the cosmetics industry. The petition, part of The Body Shop’s global Forever Against Animal Testing campaign, garnered over 30,000 signatures in its first 30 days, with Abacus driving all Canadian signatures through Facebook ads.

“Our Forever Against Animal Testing campaign was a huge success, with over 30,000+ signatures on our petition within the first 30 days. We partnered with Abacus to help use Facebook to get signatures since we knew they are experts in driving results on the platform,” said Jennifer Spencer, former VP of Marketing and Social Responsibility, The Body Shop Canada. “Having Facebook ad experts like Abacus as campaign partners allowed us to maximize our efforts and keep our cost per signature low. The Body Shop has a responsibility not just to our customers but also to enriching our planet, by doing our part to end animal cruelty and actively reforming an industry that has a history of testing on animals. Abacus embraced the opportunity to help us with our mission.”

Abacus developed creative featuring pictures of dogs and cats for the campaign, finding that ads featuring photos of kittens resulted in a 20.5% higher conversion rate than the best-performing canine. Using a Facebook conversion tracking pixel, Abacus optimized for one key metric, Cost Per Signature. The campaign exceeded the goals for the campaign, with a 21% lower than target cost per acquisition at $0.96 per signature. Abacus specifically targeted Canadians with the overall campaign generating 6,204,556 impressions and a 1,662,486 reach. The amount of link clicks the campaign generated were 82,875 with a Cost Per Click of $0.62 and a Click Through Rate of 1.34%. The Facebook ad campaign Abacus ran contributed 53,453 signatures total to The Body Shop’s Forever Against Animal Testing campaign.

As the digital landscape continues to become more connected and complex, Abacus uses data-driven business insights to help brands find traction, scale and sustainable growth.Specializing in conversion-focused Facebook and Instagram advertising campaigns, Abacus will support The Body Shop’s digital marketing efforts for their Forever Against Animal Testing campaign through running and optimizing Facebook and Instagram ad campaigns that resonate with The Body Shop’s target audience.

“The Abacus team loved working on this campaign because it was an exciting marketing challenge for us and our team believes in the cause. We were able to flex our strategic muscles and feel great about what winning meant for the lives of animals around the world,” said Peter Reitano, CEO, Abacus.“Our goal was to get as many signatures as possible at the lowest cost per signature possible, and we were able to outperform the initial benchmarks thanks to some clever targeting and appealing creative.”

Abacus launched in 2016 to help marketers drive results using Facebook’s ad platform. The company has worked with clients including CIBC, TIFF, Questrade, Nickelodeon, StarWars, Burt's Bees and more.

About The Body Shop

Across 66 countries with 3,000 stores The Body Shop produces products made out of love and respect for nature, animals and with an empathy towards all human accomplishments across the global workforce. All products are an outcome of a creative collaboration of both artisan cultivators and product experts. Their products reflect beauty from heart with an activist beat. All of the Body Shop products are 100% cruelty free certified by PETA with full natural vegan cosmetics and products.

About Abacus

Abacus is a performance digital agency that specializes in helping companies achieve their growth objectives through Facebook ads. With a data-driven approach to Facebook ads, Abacus is focused on creating scalable, predictable, and repeatable programs for clients, whether they’re a Fortune 500 brand or an SMB. Abacus was started by agency
veteran Peter Reitano and client-side veteran Jeff Goldenberg, and the advisory board includes Round13 Capital founder and former Dragon Bruce Croxon. The company has funding from Vitality Capital, and is based in Toronto, Ontario.

For more information or to arrange an interview, please contact:

Amanda Desouza, Community Manager | Abacus

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Amanda Desouza
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