July 2008
Back in August, we wrote to Zappos.com about the fur products it was selling, urging it to adopt a fur-free policy. At the time, the company said that it would look into the issue to gauge people’s thoughts on it. So to help speed up that process, we launched an online marketing campaign, getting members of the public to write to Zappos.com’s CEO urging him to send the pelts packing – and more than 11,000 of you did! The campaign went viral, and social networking played a huge part – many people posted tweets on Twitter, passed around our petition on Facebook, and much more.
