Against Animal Testing Campaign

This article discusses The Body Shop's campaign against animal testing, including its importance, promotional mix theory, key message, target audience, and promotional channels used. It also explores how the video campaign achieved the company's new objective and suggests a method for measuring its effectiveness.

Running head: AGAINST ANIMAL TESTING CAMPAIGN
Against Animal Testing Campaign
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1AGAINST ANIMAL TESTING CAMPAIGN
Table of Contents
1. Importance of the Marketing Campaign................................................................................2
2. Promotional Mix Theory........................................................................................................2
3. Promotional Mix Element that is adopted by Body Shop in the campaign...........................2
4. Promotional Channels used by The Body Shop to promote its fight against animal testing. 2
5. Key message in the Campaign...............................................................................................3
6. Key target audience and their characteristics.........................................................................3
7. How the video campaign’s source attributes and key message achieve The Body Shop’s
new objective.............................................................................................................................3
8. Method to be used for the company for measuring the effectiveness of the Video Campaign
....................................................................................................................................................4
9. Conclusion..............................................................................................................................4
References:.................................................................................................................................5

2AGAINST ANIMAL TESTING CAMPAIGN
1. Importance of the Marketing Campaign
Through this campaign, the brand- The Body Shop, has taken a stand against testing
of animals. The main aim of this campaign of The Body Shop is to employ global ban on the
issue of animal testing. The campaign was considered to be the very first animal protest that
is conducted outside of the headquarters of United Nations New York (Japutra, Molinillo and
Wang 2018). The campaign was launched globally in order to call on all the government
heads all over the world to step up and prohibit animal testing for the purpose of cosmetics.
Hence, it has campaigned honestly to end the cosmetic testing on the animals.
2. Promotional Mix Theory
A marketing plan is primarily focused on the target market and it is made up of 4 key
elements called the 4 Ps. They are known as promotional mix and it consists of public
relations (free publicity or paid efforts for stimulating interest and discussion), advertising
(radio, television, print ads, brochures, direct mail, billboard, signs, catalogues, web pages
etc.), sales promotion (coupons, contests, rebates, product samples, self-liquidating
premiums, sweepstakes, trade-ins, trade shows etc.) and personal selling (sales meeting, sales
presentations, incentive programs, sales training etc.) (Masa’deh et al. 2018). These elements
are used by the companies as tools for communicating to their target market as well as for
producing the organisational sales profits and goals.
3. Promotional Mix Element that is adopted by Body Shop in the campaign
The promotional Mix element that Body Shop has used in its campaign is of
advertising. A major part of the entire promotional budget was consumed for the
advertisement of the campaign alone. It has used paid form of media communication that
include the print ads in the magazines, newspapers, trade journals, TV announcements and
web based visibility. It has also made use of billboards. It has no direct contact along with the
possible customers of it during the process of communication during the campaign.
4. Promotional Channels used by The Body Shop to promote its fight against animal
testing
The promotional channels that were been used by The Body Shop in order to promote
its fight against animal testing campaign are websites, Facebook advertising, Snapchat,
Instagram, Blogs, Twitter, LinkedIn, Banner Advertisements, Pinterest and Google ads.

3AGAINST ANIMAL TESTING CAMPAIGN
5. Key message in the Campaign
The potential for animal testing is one of the huge risks present all over the world
along with more than 80% of the countries having no laws and policies against testing
cosmetics on them. The key message that this campaign has provided to the common public
is of the fact that there is no need of harming animals for the sake of beauty (Chun 2016). The
outcome of this campaign of Body Shop was very successful as because of the fact that it
have resulted in more than 2 million of petition signatures and that too within first 6 weeks of
its ongoing. It is considered to be the most ambitious campaigns that have ever seek global
prohibition on the use of animals for testing cosmetic ingredients or products.
6. Key target audience and their characteristics
The key target audience of the campaign of Body Shop are the common public and
the local governments of all nations. As the main aim of the campaign was to ban animal
testing globally, the main target of the brand was the governmental bodies, especially of the
countries that have no laws against animal testing (Popescu and Losim 2015). This is because
without their cooperation, it is impossible to bring such a significant change in the society all
around the globe.
7. How the video campaign’s source attributes and key message achieve The Body
Shop’s new objective.
- Attention- This campaign has captured the attention of viewers all around the globe.
The marvellous use of images along with excellent motive has shed a long lasting impression
on the heart and mind of the common public all around the globe.
Interest- This campaign has successfully established a need (need for changing
something for the betterment of nature), has created a bond (bond between man and animals)
and has let the public to belief that they are becoming a part of something greater and
something better.
Desire- The campaign has given a clear understanding to the viewers on what the
brand is offering and how it could help them and the society in real way.
Action- The purpose of the campaign is to make the common public and the
government to take necessary actions.

4AGAINST ANIMAL TESTING CAMPAIGN
8. Method to be used for the company for measuring the effectiveness of the Video
Campaign
The company could measure the effectiveness of the campaign by measuring its
“search” marketing performance by making use of Google Analytics. It should then go for
assessing the feedbacks that are given been given for the campaigns by the normal public.
9. Conclusion
From the discussion it is clear that the campaign of Body Shop has helped a lot in
making people and the country governments to take a stand in changing the laws towards
ending the suffering of animals in the cruel experiments taken all around the world. The
campaign has made use of several promotional mix elements in order to make their target
market aware of the campaign and to join it in order to clean up cruelty for the sake of good.

5AGAINST ANIMAL TESTING CAMPAIGN
References:
Chun, R., 2016. What holds ethical consumers to a cosmetics brand: The Body Shop
case. Business & Society, 55(4), pp.528-549.
Japutra, A., Molinillo, S. and Wang, S., 2018. Aesthetic or self-expressiveness? Linking
brand logo benefits, brand stereotypes and relationship quality. Journal of Retailing and
Consumer Services, 44, pp.191-200.
Masa’deh, R.E., Alananzeh, O., Tarhini, A. and Algudah, O., 2018. The effect of promotional
mix on hotel performance during the political crisis in the Middle East. Journal of
Hospitality and Tourism Technology, 9(1), pp.33-49.
Popescu, G. and Iosim, I., 2015. The role of consumer behavior in issues related to the
environment. Research Journal of Agricultural Science, 47(4).