IndoorMilk caught people’s attention and provokes many reactions. Mostly negative ones. This gave rise to a debate about the well-being of cows. Thanks to the campaign, the problem came out into the open and was discussed. This enabled WSPA to call on everyone to choose IndoorMilk-free products.

The campaign had a total reach of 3.9m people:

• More than 600,000 Twitter users were reached. IndoorMilk even became a trending topic after the truth was revealed.

• PR reach of 3.3m people. With a value of €702,876.

A 36% increase in likes for WSPA on Facebook.

And most important of all: WSPA is now engaging in talks with three of the five largest dairy producers in the Netherlands.

The total costs of the campaign: less than €10,000.