NAIL BITING FOR RHINOS

TitleNAIL BITING FOR RHINOS
BrandWILDAID
Product / ServiceWILDAID
CategoryC05. Co-Creation & User Generated Content
EntrantOGILVY & MATHER BEIJING, CHINA
Idea Creation OGILVY & MATHER BEIJING, CHINA
Media OGILVY & MATHER BEIJING, CHINA
PR OGILVY & MATHER BEIJING, CHINA
Production OGILVY & MATHER BEIJING, CHINA

Credits

Name Company Position
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

The Campaign

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.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The campaign was developed to create awareness for the near extermination of the world's Rhino population, due to the incredible value of their horns. The campaign's aim was to activate viewers of TV, OOH, and social to promote themselves as additional media expressing the message that rhino horn 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 light-hearted way to tell our story through the fun and surprising nail-biting approach.

Links

Supporting Webpage