Body Shop links with Urban Airship to use mobile wallet passes for anti-cruelty campaign

By

Sandra Halliday

Published
Sep 25, 2017

The Body Shop has joined digital growth company Urban Airship to launch a mobile wallet pass that offers the latest news and signature counts for its Forever Against Animal Testing campaign that it unveiled this summer.

Along with Cruelty Free International, the retailer aims to end cosmetic animal testing worldwide and is running a petition that will be taken to the UN.

Mobile wallet passes are the digital equivalent of the items people carry in their physical wallets and purses, such as loyalty cards, coupons, business cards, tickets, credit cards and more.

The campaign will use these mobile wallet passes “to deepen ongoing engagement with supporters” and help grow the 2.8 million-plus signatures already collected online and in-store.

The company Chief Digital Officer Harriet Williams said they’re a strong vehicle to spread the word and grow support for its efforts to end cosmetic animal testing globally. “The ease of creating, distributing and updating mobile wallet passes, combined with the high rate of social sharing, will help finish what The Body Shop started when we began campaigning against animal testing in the 1980s,” she said.

After signing the petition online, people will be directed to a landing page where they can add the Forever Against Animal Testing wallet pass to their device. And it will all be linked in to the campaign’s social media channels with a strong focus on sharing.

Urban Airship said it looked at a million Apple Wallet coupons and loyalty cards from big name retail brands and more than 75% of passes installed had been shared rather than distributed through the brands’ own channels.