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Rebel Case Study: The Dodo

For the love of animals, a story of success in distributed content.

In January 2014, Izzie Lerer wanted to transform her love of animals — and animal rights issues — into something positive, informative, and entertaining.

The world of content surrounding animals and pets was crowded to say the least, but Lerer wanted something that could be easily managed with contributions across editors, content partners, and community members.

RebelMouse's platform was the solution. Lerer launched The Dodo as a participatory community platform — not just for animal lovers, but for everyone with a soft spot for a good story.

What happened next was extraordinary.


Easy-to-♥ Content + Distribution = The Dodo Receives an Average of Four Million Views Each Video!

Videos like "Orphaned Animals Get A Second Chance" and "Dog's Mind Blown By Magic Trick" go viral across platforms daily.

YUP! (From GIPHY) (Here's more information on what it takes to win at distribution.)

Oh, and This Happened: "Granny Orca" Reaches Oceans of People

Every post on The Dodo reaches millions of people. Here's just one example: A story about a 103-year-old Orca whale spotted in the wild. Through the power of content distribution, the story pulled the issue of whales in captivity out of animal rights advocates' circles and into the everyday feeds of the masses.

Thanks to the power of social sharing, "Recently Spotted 103-Year-Old Orca Is Bad News For SeaWorld" reached seven million people.

Read more about this in Business Insider's story, "How an animal lover turned her passion into The Dodo, a booming ~$40 million startup, in 2 years."

Since Launch, The Dodo Has Seen ...

  1. High-paced, sustainable social growth: The Dodo now has 15M unique visitors on site and 100M monthly unique impressions across social platforms.
  2. Breakthrough engagement: The Dodo has a 64% higher Facebook engagement rate vs. BuzzFeed Animals.
  3. A growing number of uber fans and contributors: There have been 100K community signups since launch, and 5K average new signups monthly.
  4. Social activity growth: 419% increase in social shares from petition CTAs in the last three months.
  5. SEO growth: 35% increase in organic search traffic in the last three months; 100% increase since January.

"To power the sharing of stories, pictures, media, anything animal related and to create an unprecedented community we turned to RebelMouse — their publishing platform truly lifts the publishing experience and helps our community and their stories gain the amplification they need to make a difference."

— Izzie Lerer, Founder, The Dodo

Just like The Dodo, properties on our platform grow at mind-boggling rates, and are built in a way that allows companies to focus on producing great content — turning that into sustainable, high-growth social traffic, and loyal, lasting communities. Trust your brand to the experts in distributed content and be everywhere first.

Let's start working together. Request a proposal today to get started.

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Delivering a secure, high-performing environment with extreme reliability is essential to all of our clients at RebelMouse. We only use industry-leading, reliable approaches to host our infrastructure. This ensures maximum stability and security for all of our clients’ data. Here are just some of the reasons we’re able to maintain a hard-bodied product that’s flexible, too.

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Google Made Major Changes to Its Formula for Page Speed. Here’s What to Do About It in 2022.

Make sure your site is set up for success in 2022.

In the spring of 2020, Google let the world know that its Core Web Vitals would become the new benchmark for measuring a site's performance in its search results, known as the page experience update. Fast forward to more than a year later in August 2021 when, after much anticipation, Google's page experience update became official.

Since its rollout, developers have felt the impact of how their publishing platforms stack up against the new standard. Important decisions around the architecture of your site can now make or break your site's performance in the eyes of Google.

HTTP Archive, a tracking platform that crawls the web to identify trends and record historical patterns, has revealed how top content management systems (CMS) have weathered the page experience update through the creation of its Core Web Vitals Technology Report. RebelMouse consistently outperforms major CMS platforms on Google's most critical metrics since its rollout and into 2022:

Getting superior scores on Google's performance benchmarks isn't easy, either. The Ahrefs blog analyzed Core Web Vitals data from the Chrome User Experience Report (CrUX), which is data from actual Chrome users, to see how the web stacks up against Core Web Vitals. Their study found that only 33% of sites on the web are passing Core Web Vitals.

data from Ahrefs tracked on a line chart finds that shows only 33% of sites on the web pass Google's Core Web Vitals From Ahrefs.

Luckily, performing well on Core Web Vitals is possible with thoughtful, strategic changes to your site’s codebase. Here's what you need to know and how we can help.

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