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.

Campaign Goals
Strategy
Results

Campaign Goals

The Body Shop partnered with Abacus to develop a Facebook ad campaign to support the Body Shop's Forever Animal Testing campaign. The goal of the campaign was to collect 8 million signatures to present to the United Nations General Assembly in 2018 in order to make a case against animal testing globally. As the first global beauty brand to fight against animal testing, The Body Shop wanted to utilize Facebook ads to drive the most efficient petition signatures from Canadians for the lowest Cost Per Acquisition (CPA).

Strategy

Abacus created a dynamic pixel strategy by placing various Facebook pixels on the Banning Animal Testing petition page. Through these pixels, Abacus was able to track signatures and cost per signature and including other important data points for the client. In regards to targeting, Abacus used Lookalike Audiences to find similar users based on past conversions and was able to create audiences with those similar characteristics at scale.

Using their Facebook-first creative expertise the Abacus team performed rapid creative testing to determine the best performing creative content to obtain conversions.

Results

21%

Lower results than target CPA.

30,000+

Petitions signed in the fist 30 days.