How this NGO captured more leads at a lower cost from 7 different channels using WhatsApp automation

Animal Equality is an international organization working with society, governments, and companies to end cruelty to farmed animals. They have offices in the United States, Mexico, Brazil, Germany, Italy, Spain, India, and the United Kingdom.

86%
user engagement
2%
lead conversion across channels
86%
user engagement
2%
lead conversion across channels
animal equality case study by Landbot
COMPANY

Animal Equality works to end cruelty to farmed animals through intense undercover investigations, corporate and government outreach, legal strategies, and grassroots activism.

HEADQUARTERS

Los Angeles, CA, USA

EMPLOYEES

80+

INDUSTRY

Non-profit - Animal Protection

AGENCY PARTNERS
86%
user engagement
2%
lead conversion across channels
animal equality case study by Landbot
COMPANY

Animal Equality works to end cruelty to farmed animals through intense undercover investigations, corporate and government outreach, legal strategies, and grassroots activism.

HEADQUARTERS

Los Angeles, CA, USA

EMPLOYEES

80+

INDUSTRY

Non-profit - Animal Protection

Animals have been a part of human society for centuries. They have served as companions, assistants, and sources of food. Throughout the years, humans have also used animals for labor and entertainment.

With the advent of industrialization, many animals were forced into lives of servitude and cruelty.

While today we are more aware than ever of the plight of animals and the need to protect them from harm, there’s a lot to be done to make the masses aware of animal abuse and the laws around it.

Many people are still unaware of the laws in place to protect animals from abuse and ensure that they are treated humanely.

Animal Equality is a voice for the voiceless. They work to expose the dark side of factory farming and promote a plant-based and cruelty free life style as the solution to ending animal abuse.

Animal Equality's ultimate goal is to see an end to animal farming by spreading awareness and reaching people worldwide.

landbot case study challenge
THE CHALLENGE

Creating awareness about animal cruelty and improving engagement with prospective donors to improve leads

The rising cost of acquisition and marketing 

Attracting leads, capturing intent & converting donors required Animal Equality to create a strong brand recall that reminded the audience about the organization's efforts in achieving the mission.
However, running a broad brand awareness campaign across multiple digital channels wasn’t a budget-friendly strategy. Keeping the lead acquisition costs low and driving recurring donations was an uphill battle full of experiments, failures, and small wins.

One direction - The content marketing funnel & lagging engagement

The Animal Equality team was capturing high intent leads through low-cost content marketing efforts — forms in online petitions, newsletter subscriptions, and even gated content like vegan recipe cookbooks and retargeting the audience using email marketing campaigns.

While this funnel met the objective and was cost-effective in the short term, it only helped us create an email marketing database/newsletter subscription and didn't seem scalable in the long term to reach mass audiences and ensure recurring donations.

Gio Fumagalli | International Director of Marketing and Digital Strategy at Animal Equality

animal equality case study by Landbot

Animal Equality's top-of-the-funnel engagement was confined to only 1% of the total user base due to organic distribution algorithms of social media platforms like Instagram and YouTube.

Hence, it was important for Animal Equality to derisk its dependence on any one particular social media channel, and that’s where the chatbot has played a pivotal role. It has helped increase followership, content engagement and funneling down, and distribute users across Animal Equality’s digital marketing channel mix.

Freedom of expression & free speech roadblock

Animal Equality wanted to get closer to the community and, as a default, felt building a community on Facebook was the way forward.

As an organization, we not only fight for the rights and dignity of animals, we also fight censorship and promote freedom of speech day in & day out. We’ve published online videos proving the hidden violence in animal exploitation for more than ten years, and, so far, we’ve always relied on our own website to host the independent content.

Animal Equality's zero-censorship policy made it hard to find the proper channels — and many often censored their content. At the same time, they wanted to engage with their supporters in a meaningful way — they wanted to talk to them.

landbot case study solution
THE SOLUTION

A conversational lead generation channel that’s personalized, inexpensive & independent

People donate for a variety of reasons. Some people donate because they believe in the cause and want to support it or to connect with others who care about the same cause.

Regardless, connecting people to the organization's mission and building 1:1 relationships at scale is key to building trust and bringing people on board to make donations.

We want to be innovative, enjoy our freedom, and at the same time scale quickly to make an impact that matters for the animals. We knew we needed a channel where we could engage better with our audience since email & ads were one-directional.

WhatsApp - A channel to glue it all together?

The next step was clear for the team — identifying a channel that acts as a glue and binds all the other marketing efforts, including multiple channels and touchpoints with donors.
So the team put together all the learnings from past marketing experiments to conclude three things about  their audience:

1) They preferred being made aware & educated about the cause personally;
2) They wanted to easily discover newly published undercover content.

This pointed them towards the most loved chat channel worldwide that promises brands a high user engagement  — WhatsApp. 

WhatsApp + Automation - The perfect recipe recommended by Conversational Design

To understand the way forward, the team got in touch with a leading conversational marketing agency based in Italy — Conversational Design. They recommended automating WhatsApp and making it the primary conversation channel while integrating it with other channels for lead capturing, nurturing, and engagement with prospective donors.

Unlike Facebook & Instagram, distributing content on WhatsApp is relatively easier. Besides that we know that scaling on multiple channels would be easier in the long term by duplicating & merging chat funnels for Web and WhatsApp with the right platform like Landbot.

Mattia Gnemmi | co-founder of Conversational Design

Having worked on multiple projects and clients to deliver conversational marketing experiences using WhatsApp, they saw an apt use case fit and recommended Landbot's WhatsApp chat automation solution.

Landbot - A chatbot platform for the non-developers

Landbot’s WhatsApp chat automation solution has functionalities like a no-code builder, team workspaces, and a testing environment, which makes bot development & async team collaboration easier.

We needed something easy to learn, create, and iterate for non-developers, and that is where the platform's no-code capability to build WhatsApp automation became one of the key triggers for us.

Animal Equality has been using Landbot’s WhatsApp chat automation to generate leads and engage with activists and donors in real-time. 

On the other hand, they can check their campaigns' performance in real-time. With Landbot's Analytics section, it's easy to understand what's working and what's not working.

The platform is enabling Animal Equality to:

  1. Reach a wider audience across different platforms;
  2. Integrate with other marketing assets like their Website, Landing pages, emails & ads;
  3. Transform marketing content and campaigns into conversations that help forge donor relationships.

Mastering the Art of Reciprocation with a Chatbot

The chatbot flow is simple and initiates when you click on an ad that promises you a free Animal Equality goodie — a branded bracelet. A conversational chatbot asks you for your basic details,  such as mobile number, email, and physical address, followed by subscribing to two social accounts — Youtube and Instagram — before the goodie is successfully shipped to you.  

Here’s a sneak peek into how Animal Equality’s WhatsApp chatbot engages a prospective donor in a conversation by offering a free branded bracelet.

All of the lead data captured in the bot flow is being sent to Salesforce via a Google sheets integration. 

We have donors coming to our booth at trade shows and field events who flaunt their wristbands with pride. It has become a word-of-mouth asset that has piqued people’s interest and got them talking about Animal Equality campaigns.

Reach Maximus - One channel to acquire an audience for six others

How the bot collects info and opts in user in all the 7 channels for content outreach.

The powerful thing about this bot is that we are maximizing the lead generation spend. What we are doing here is that with 3.5 Euros, we are able to capture user data in all of the seven channels.

The team does regular lead nurturing that involves onboarding sequences and email broadcasts. Apart from this, they have fundraising activities that target leads specifically in the list, where they convert the majority of the leads. Animal Equality uses Landbot to send proactive messages to prospective donors in this list to nurture them, keep loyal donors in the loop, and build long-lasting relationships.

While we consider we have a great email open rate thanks to our email hygiene practices and engaging newsletter content. Still, the WhatsApp campaign engagement has been over the roof with close to a 90% open rate.
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Step 4 - Campaign assets submission, review & approval
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customer 3rd person
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My origins are in ecommerce where lead generation can be complex. Thanks to Landbot we achieved improvements of up to 400% in 3 months, with the same advertising expense.
Marco Borsani

International Director of Marketing and Digital Strategy at Animal Equality

customer 2nd person
quote mark blue
Landbot allow us to go beyond the simple concept of chatbot or livechat and to provide to our customer and even to ourselves a complete and immersive conversational experience.
Lara Petraglia

Marketing Manager | Conversational Design

landbot case study results
THE RESULTS

Boosted lead engagement to 86%, resulting in reduced cost per lead and over 2% overall donor conversions

Reduced drop offs with 8 out of 10 people completing the bot flow

Animal Equality has 47 different user fields in its lead generation process, and yet 86.29% of leads engage with all the touchpoints due to the interactivity and conversational nature of the bot flow.

The interactive nature of WhatsApp has made it easier for them to take action throughout the process, as opposed to a form where donors can get overwhelmed by the number of required fields or decide they don't have time to fill out so many separate fields and drop off. 

Slashed the Cost Per Lead significantly for all the channels 

The blended cost per lead for all the leads acquired through the chatbot is 2.33 Euros, where the lead is accessible on the majority of the seven channels. This is significantly lower when compared to the cost per lead for building a list for only the email channel, which is 0.30 Euros.

37.5% uplift in donor conversions in the free bracelet campaign 

The graphic below shows the uplift in donations for people who opted in to receive the same free bracelet in their direct mail by opting in using a chatbot vs. a two-step pop-up while signing a petition.

CAMPAIGN TYPE
Conversational Design Bot-Powered eCommerce Campaign for an aluminum planter manufacturer.
Conversational Design Graphic
RESULTS
Close to 5,000 chats with 40%+ conversion to lead and a CPL of 1.71€.
CAMPAIGN TYPE
Own Conversational Design Bot-Powered Facebook Campaign.
Conversational Design Graphic
RESULTS
Over 64% lead conversion with 345 completed chats out of 536, with a CPL of 2.44$.
CAMPAIGN TYPE
Landbot on a full landing page + integration with Active Campaign for the email marketing campaign.
SOAP Graphic
RESULTS
From 6665 emails sent, the open email rate was 73.64%, and 61.97% of clicks.
CAMPAIGN TYPE
Levels of engagement - email marketing campaign
SOAP Graphic
RESULTS
In red, the number of opened emails are the biggest slice of the pie chart.
LEADS GENERATED
Number of leads acquired using a standard landing page VS using Landbot for lead generation.
552
😑 Landing Page
3588
🏆 Landbot
4000
3000
2000
1000
500
0
RESULTS
552 leads acquired with a landing page VS 3,588 leads using Landbot.
COST PER LEAD (CPL)
Cost per lead results when using a landing page instead of using Landbot.
Landing Page 😒
CPL of over
650$
Landbot 🚀
CPL below 400$
RESULTS
CPL of over 650$ when using a landing page VS less than 400$ with Landbot.
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GROWTH WITH LANDBOT

Shaping social change & creating equality for all beings

It's safe to say that there's something on WhatsApp for everyone.

Ultimately, Animal Equality has shown us that businesses and startups can benefit from using WhatsApp for lead generation and conversion as much as non profit organizations. The only difference is that you will have to figure out how to split test and fine-tune your strategy since so many audience segments, channels, and bots are available.

Overall, Animal Equality uses a combination of tactics to drive people to their cause. They have the resources to run a campaign, the creativity to create compelling content, and the persistence to continue such efforts in the long term. And with Landbot, they now have the right stack to generate leads, create a following and engage with people proactively on a platform they are already using.

With plans to implement a web bot to funnel their web users into WhatsApp for better conversion, Animal Equality has unique means of outreach for exposing the public to animal rights issues.

Animal Equality has been and continues to be at the forefront of social change and creating equality for all beings. By supporting them in any way possible, we can help move our world toward a cruelty-free, animal-related lifestyle.

And if you're ready to pledge your support for them, you can donate here.