In June of 2012 I lead the team in spearheading a self promotion campaign that quickly turned into an an awareness wildfire campaign. World Rhino Day is celebrated yearly on September 22 around the world. Working for the Rhino Agency seemed like a "no-brainer" to get involved which is what we did. I designed a marketing program that partnered with the Phoenix Zoo's Rhino exhibit. The thrust of the campaign was "Save a Rhino, Buy a Shirt." Through social media channels, retail sales and blogs we managed to generate intense awareness around this important issue.
Through our Facebook outreach we managed to grow from 200 people to 9,000 in a week. Traffic started to pick up. Analytics showed 3,625% change in visitors while converting 610% increase sign ups for the newsletter.
In the end the campaign made a sizable cash gift to help support the Phoenix Zoo's majestic rhino from our internet sales of the shirt and turned heads along the way. We celebrated by poaching eggs not rhinos at the agency and having a successful event at the phoenix zoo.
Credits: Reyna Olvey - Social Media Manager, David Kovacs - Professional Services, Hyesun Cho - Senior Designer
