Compassion Over Killing Case Study

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The intended audience was to target the Humane Society Members and employees, IHOP customers, and anyone who would have interest in cage-free egg suppliers. Humane Society released a hidden video, which was recorded by a smaller nonprofit, Compassion Over Killing, about cruel conditions inside an egg-supplier for IHOP. Humane Society had to get the video out quickly and try to reach many people in that time. Getting this done quickly allowed customers of IHOP to see this before management of the company could see it. The goal was to have better conditions to raise eggs. Humane Society and Compassion Over killing disliked what was seen in the video. Humane Society launched a campaign on September 16, 2009 using social media, web sites, and email. Implementation …show more content…

One was a five-minute version, posted September 16, then a two-and-a-half-minute video, posted September 21. Combined together, had less than 11,000 views with significantly less views after 10 days. Humane Society tried another tactic using Digg.com. Digg.com is popular with word-of-mouth topics. This was a poor turn out for the Humane Society, as they only received one Digg vote. Creating a campaign that reached top 10 In Google search would make it popular. This tactic is a good measure to see if the campaign broke public consciousness. When searching the company name, IHOP, this campaign reached number 12. Wikipedia can help reach the top 10 and be hard to dislodge it for a company like IHOP. October 1, a Wikipedia was created but it was clearly from the perspectives of animal-rights advocates. Many people emailed and called the company to switch

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