reigning cats & dogs

Summary

The comparison of how much funding goes towards supporting companion animals versus farmed animals has always been a stark, however the ways in which we present this data (scaled boxes like this) isn’t super compelling.

We wanted to test a new way of expressing this that might capture an audience better than tables and charts.

the ad

The results

There’s been a positive response to the ad and some encouraging signs. This initial test was looking mostly at whether it engaged people, we’re now going to test if it can generate donations. We will also work on the ThruPlay rate to see if we can get people to stay watching longer.