With a database of donors that had been exhausted, the IAPF knew they needed to talk to a new audience, bringing them to their website and encouraging more followers on social media.
Their narrative had previously been too closely linked to the founder's ex-military background and now needed to stand apart from him. Their brilliant work is much bigger than anti-poaching, sitting across biodynamics, econmics and sustainability. This was an opportunity to get this story out to more people across their website and their social media channels.
We opened a pop-up ecommerce store on their website for 2 months. Available to purhase were items of seemingly little 'value' but which came with a unique, crafted story from the experiences of the IAPF rangers, allowing the shopper to #ownastory. Items could be discovered with physically owned or digitally downloaded, online experiences were available and people's own stories could be created with real-life experiences.
NEW WEBSITE VISITORS IN 1 MONTH
INCREASE IN INSTAGRAM FOLLOWERS IN 1 MONTH
The campaign ran across Instagram, Facebook, WeAre8, and LinkedIn, directing all traffic to their website.
The founder was interviewed on Sky News and Euro News and Yahoo picked up the story.
“Thank you to Jules, and to the amazing team for giving us such a fantastic concept!"
Thivanka De Silva, Digital Marketing and Web Strategy, IAPF
THE GOOD BRAINS
EXECUTIVE CREATIVE DIRECTOR
HEAD OF DESIGN