|Title||NAIL BITING FOR RHINOS|
|Product / Service||WILDAID|
|Category||A05. Media & Publications|
|Entrant||OGILVY & MATHER BEIJING, CHINA|
|Idea Creation||OGILVY & MATHER BEIJING, CHINA|
|Media||OGILVY & MATHER BEIJING, CHINA|
|PR||OGILVY & MATHER BEIJING, CHINA|
|Production||OGILVY & MATHER BEIJING, CHINA|
|Jeremy Webb||Ogilvy Beijing||PR Vice President|
|Doug Schiff||Ogilvy Beijing||Executive Creative Director|
|Teonghoe Teng||Ogilvy Beijing||Group Creative Director|
|Allen Feng||Ogilvy Beijing||Creative Director|
|Manly Zhang||Ogilvy Beijing||Art Director|
|Eric Wu||Ogilvy Beijing||Technical Director|
|Hon Wai Fong||Ogilvy Beijing||Planning Director|
|Joy Tan||Ogilvy Beijing||Planning Intern|
|Joann Chen||Ogilvy Beijing||Senior Consultant|
|Helena Qian||Ogilvy Beijing||PR Director|
|Hanqing Zhao||Ogilvy Beijing||PR Director|
|Leo Liu||Ogilvy Beijing||Senior Art Director|
|Cecile Liu||Ogilvy Beijing||Associate Planning Director|
|Ying Chen||Ogilvy Beijing||Social Strategist|
Since Rhino Horn is made of keratin, which is the same substance that is found in finger nails (toe nails and hair as well) WildAid decided to make posters showing celebrities and influencers biting their nails, with the line: 'Rhino Horn has nothing your own nails don't have.' With a lot of NGO-free TV and OOH, that and the social postings led people to a mobile site that let them create their own posters, just like the celebrities had, and post them socially.
Over a 2-3 week period, we launched the campaign with broadcast and OOH, with a variety of placements, leaving it to the media outlets to provide free or nearly free media, due to our NGO status. All this messaging led people to the mobile site where they could participate in the campaign by taking a picture of themselves biting their own nails, and posting to their family, friends and acquaintances through Weibo and WeChat.
The campaign got huge media attention, due to the provocative nature of the images—famous celebrities and influencers biting their nails. Then on the mobile site people were encouraged to follow the celebrities' lead and capture themselves nail-biting and sharing with others. 98,500 generated nail biting posters, sharing those posters with 16 million. And the campaign created 18 times more discussion messages than any previous Rhino effort from WildAid.
The campaign was developed to create awareness and of the near extermination of the world's Rhino population, due to the incredible value of their horns. But also to take immediate action in order to spread the word; in essence use our target to send out message de-bunking the idea that rhino horn is some special health panacea, but rather that it is just like your finger nails. And the campaign did motivate many thousands to take action and join the campaign.
The campaign was directed and all kinds of groups, but mostly younger targets that were more accepting of the new thinking. But we targeted those in the city and the countryside, educated and less education, by choosing a wide variety of celebrities and influencers to get the social campaign going. Also, while de-bunking this aspect of traditional Chinese medicine could be thought of as negative, we took a more lighthearted way to tell our story through the fun and surprising nail-biting approach.