Veganuary participation more than quadruples

Increased participation figures, encouraging greater involvement worldwide.

History

We began working with Veganuary back when it was an idea on a piece of paper. We worked with the team to create and design the brand, develop the very first website and build a robust marketing strategy that attracted a new audience to the world of Veganism and compassion for animals.

Our Approach

We turned Veganuary into a global movement by creating a brand that was accessible and inclusive for potential participants. Traditionally veganism was ‘activist’ friendly with disturbing images of poorly treated animals. We found via research that the majority of people turned away from this approach. Our approach was much more inclusive, focussing on the health and amazing vibrancy that the diet brings, whilst still getting across the important message of animal welfare.

We developed a global platform that wholly encapsulated the numerous benefits of adopting a Vegan lifestyle – creating an online resource and community for vegans and those interested in the campaign. We redeveloped the brand and all creative assets, built a fully responsive website and worked on all marketing for the 2013, 2014 and 2015 campaigns.

The Outcomes

Veganuary has been a global success from the start. Utilising the power of social sharing and content marketing, we have helped the team build a campaign that is trusted and globally recognised. There has also been the adoption of Veganism by several high-profile celebrities e.g. Jared Leto, Moby, Jay-Z, Beyoncé, the latter even launching her own vegan meal delivery service, called 22 Days Nutrition, which has propelled the “plant-based” lifestyle on a global scale.

142%

Increase in users

833%

Increase in page views

400%

Year on year signups

174

Countries to take part

Other Work

Other Work