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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.

You're almost there! Fill out the form below and a Rebel will contact you within one business day.

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A Look Inside the Only Creative Agency Powered by Deep Technology

Strategic development of product that supports content distribution, conversion, and loyalty.

RebelMouse is a creative agency fueled by a publishing platform with deep technology. Our expertise is rooted in media and content marketing because there is no other team that understands distributive publishing better than we do. There is also no other CMS on the market today that provides content creators with the tools they need to unlock sustainable growth backed by sticky monetization methods. RebelMouse blends product and strategy together to move the needle where it matters most — organic traffic and user growth, conversion to loyalty, and revenue growth.

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Google Tag Manager + RebelMouse: A Guide

When and Why to Use Google Tag Manager vs. RebelMouse's Layout & Design Tool

What Is Google Tag Manager?

Google Tag Manager (GTM) helps you manage tags related to your website. Tags are snippets of code or pixels used for analytical purposes. A tag can claim ownership of a site in Google Search Console or track clicks and other insights.

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How to Create a New Community on RebelMouse

When your site is powered by RebelMouse, you don't just publish on a traditional CMS. You can receive full access to a community-building platform designed to spark organic conversations among influencers and creators who are already passionate about your company's core mission.

Thanks to a seamless user journey, our community experience not only encourages these conversations, but nurtures relationships through an intuitive user experience so that every reader becomes a loyal follower. Here's a look at how to set up your community on RebelMouse.

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How to Find Your Site's RSS Feeds

All RebelMouse sites have automatically generated RSS Feeds of their home page and sections. Here's how to find an RSS Feed list for your site:

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Encourage Collaboration With Our New Voting Feature

Help your audience find its voice.

Creating quality content is no longer on marketers alone. We live in a universe of creators who are willing to not only consume content that resonates, but play a role in the creation, promotion, and conversations surrounding it.

Since the start of RebelMouse, we've been on a journey to create dynamic media that is easier for content creators to curate and amplify on social. It's why we've built an online engagement platform centered around the power of communities that thrive naturally in the digital ecosystem.

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A Look at RebelMouse’s Media Powerhouses

Trusted by the biggest names in new media publishing.

The publishing climate changes every day of the week. This is why the best and the brightest in new media and legacy consumer brands make the switch to RebelMouse. We're a centralized, cloud-based, enterprise-grade platform that works ahead of the social giants — often granting our clients immunity against paralyzing algorithm updates or industry swings.

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How to Use 1Password to Protect Your Site + Connect RebelMouse to Google Analytics and Search Console

1Password is RebelMouse's preferred method to securely store and transfer login credentials. Fundamental to understanding 1Password is the concept of "vaults." RebelMouse will create a new vault for your company. In this vault, you will not only find the passwords we want you to have access to, but you'll also use your vault to add credentials you want to share with/transfer to RebelMouse. This way, anytime you need to share a password with us, you can add it to your company vault and vice versa.

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How to Change Video Thumbnails on RebelMouse

When users create an article in the Particle Assembler that includes videos, a default thumbnail image appears when the video is uploaded to the Entry Editor. However, sometimes a video does not have a placeholder image or the image is something you want to change.

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