Case Study: Animal Equality boosts lead engagement and donor conversions with Landbot.io WhatsApp automation

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

Animal Equality, an international non-profit dedicated to ending cruelty to farmed animals, needed a more effective way to create awareness, capture donor interest, and reduce lead acquisition costs across multiple digital channels. With engagement limited by social media algorithms and concerns about censorship on some platforms, the organization looked for a scalable, independent way to connect personally with supporters. It turned to Landbot.io and its WhatsApp chat automation solution to improve lead generation and donor engagement.

Landbot.io helped Animal Equality build a no-code WhatsApp chatbot, integrated with Salesforce and other marketing assets, to collect lead data, nurture supporters, and distribute content across seven channels. The results were strong: 86.29% of leads engaged with the full bot flow, around 8 in 10 completed it, and the blended cost per lead was just €2.33. The WhatsApp campaign also achieved close to a 90% open rate and contributed to over 2% overall donor conversions, including a 37.5% uplift in conversions in the free bracelet campaign.

Animal Equality

Gio Fumagalli

International Director of Marketing and Digital Strategy