Format: Social Media Campaign

Campaign: Black Rhino Friday, African Wildlife Foundation

Every year, American consumers go bonkers on Black Friday as they chase big savings right before Christmas. We helped the African Wildlife Foundation turn hyper-consumerism on its head by encouraging its social media followers to save something meaningful: the critically endangered black rhino.

But we didn’t forget the fun of Black Friday: the thrill of saving big. Social media posts, which ran throughout the day, used high-impact visuals and simple copy including, “Save Huge,” “Save a Ton … or two” (featuring two rhinos), and “Save a Little More” (featuring a photo of a baby rhino). The 2016 #blackrhinofriday campaign increased the number of AWF’s Black Friday gifts by 64% and total giving by 71% over the previous year.