Case study
13 sign-ups from 52 posters
Two afternoons of postering helped a plant-forward campaign find people who wanted to get involved and learn which design earned the most sign-ups per copy.
New contacts for the campaign
Sign-ups came from 11 of the 52 posters. Two got one scan and one sign-up each; another got 11 scans and no sign-ups. Tracking sign-ups showed which posters helped meet the campaign's goal.
How many people signed up
The posters received 119 scans. Forty people opened the poll linked from the QR codes:
- 40opened the poll
- 37answered the diet question
- 27finished it
- 13left an email
Reaching people who eat meat or fish
Thirty of the 37 people who answered the diet question eat meat or fish, including eight of those who signed up.
- Omnivore
- 24
- 65%
- Flexitarian
- 5
- 14%
- Vegetarian
- 4
- 11%
- Vegan
- 3
- 8%
- Pescatarian
- 1
- 3%
3.9x as many scans per poster
Compared with Endviolence's 2025 posters, over the first 27 days after each poster went up.
- Endviolence, 2025
- Plant-forward campaign, 2026
- Scans per 100 posters3.9x Endviolence's 2025 averageAlso 2.3x Endviolence's best season: 95 scans per 100 posters.Endviolence, 2025 56Plant-forward campaign, 2026 217
- Posters scanned at least once3.3x Endviolence's 2025 shareEndviolence's best season reached 33%.Endviolence, 2025 20%Plant-forward campaign, 2026 67%
About the numbers
Both campaigns' scan rates cover the first 27 days after each poster went up. Sign-ups and poll answers cover four to six weeks, depending on when each poster went up.
A scan counts when someone opens a poster's link. Repeat scans count again; people who read a poster without scanning are not counted.
The campaigns differed in cause, cities and posters, so this comparison cannot isolate why scan rates changed. Endviolence's 2025 campaign did not ask for emails.
| By day | 7 | 14 | 21 | 27 |
|---|---|---|---|---|
| Endviolence, 2025 | 40 | 49 | 53 | 56 |
| Plant-forward campaign, 2026 | 140 | 187 | 200 | 217 |
Which poster to print next
The poster asking "do you want the screaming to stop?" had the highest sign-up rate. With only nine copies tested, it is the one to try more widely next.
| Design | Copies | Sign-ups per 100 copies | Scans per 100 copies, first 27 days | What people said |
|---|---|---|---|---|
| Question poster | 9 | 44 | 300 | 8 of 10 felt curious |
| Child in a bucket | 21 | 24 | 248 | 13 of 19 mentioned corporate greed; 10 mentioned unequal access to food |
| Chicks in a bucket | 22 | 18 | 155 | 7 of 10 mentioned animal rights |
- Copies
- 9
- Sign-ups per 100 copies
- 44
- Scans per 100 copies, first 27 days
- 300
8 of 10 felt curious
- Copies
- 21
- Sign-ups per 100 copies
- 24
- Scans per 100 copies, first 27 days
- 248
13 of 19 mentioned corporate greed; 10 mentioned unequal access to food
- Copies
- 22
- Sign-ups per 100 copies
- 18
- Scans per 100 copies, first 27 days
- 155
7 of 10 mentioned animal rights
Poll answers describe feelings for the question poster and topics for the bucket paintings. People could select several topics.
Less trial and error before printing
Endviolence, an animal rights group, had tested 35 designs over a year. Reusing three of its most-scanned designs saved the new campaign the work of creating and testing a whole set. It started with a shortlist and put up 52 posters in two afternoons.
- Posters put upEndviolence, 2025 991Plant-forward campaign, 2026 52
- Designs triedEndviolence, 2025 35Plant-forward campaign, 2026 3
- Days spent posteringEndviolence, 2025 50Plant-forward campaign, 2026 2
How TraceReach helped
Endviolence tracked scans by design and place in TraceReach, then shared its results with the new campaign in Studio. The campaign chose its posters and added a QR poll inviting people to get involved. TraceReach tied the poll answers and sign-ups to each poster, so the campaign could see which designs to print again.
Start with one campaign.
Track the sign-ups from your posters and use the results to choose what to print next.