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People love animals, but they still don't know enough about the failings of their legal rights. Tier Im Recht is a Swiss animal law organisation that was looking to create more awareness in Switzerland for this topic, but without using the standard shocking images. To help them we created a new online streaming service: Petflix.
Our biggest challenge with this project was that it initially failed. We launched it as a standard streaming model. Users paid a small five franc donation to “subscribe” to our streaming service. We quickly realised that people were getting to our sign up page, but they were leaving and weren’t donating any money.
Based on this challenge, we quickly decided to pivot on our donation mechanic. We realised that people weren’t donating because they didn’t understand what the content was that they were paying for. We opened up the website for everyone to be able to watch and enjoy, and instead included prompts throughout the website and after every video to donate.
On average users spent 10 minutes on Petflix, they watched 13 videos or more and every fifth person visited tier-im-recht.org to learn more about the poor legal standing of animals.
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