Bringing Conservation to the Forefront
The Zoo’s annual membership campaign brings in a significant portion of its yearly, non-profit operating budget. Prior campaigns have focused on new exhibits or the family-friendly experience. However, with environmental threats looming around the planet, the Zoo wanted to bring their conservation efforts to the forefront, encouraging their audience to get involved and showing how everyone can have a positive impact.
Insights
Environmental or conservation-focused communication can easily become gloomy or seem too big for one person to make a difference. Which is the opposite of what’s needed in a place known for intrigue and wonderment. So, the challenge was to create a zoo-centric message that is as positive as walking through North America’s largest indoor rain forest. Thus, Zoo More Good was born.
Execution
Most puns usually fall into the dad joke category, but Zoo More Good is different. There’s an idea baked-in as well as a smile. Combined with vivid illustration, it happily describes zoo-sponsored conservation that is understood by both adults and children.
Going one step further, animals in the artwork were chosen to represent species diversity, and the ecosystems and animals the Zoo is actively involved with.
The Bozell team also maximized the campaign budget by creating one key visual and then repurposing it for multiple components. From posters to TV, banners and digital, the idea easily integrated into every media platform.
Results
The campaign and media efforts we put together helped the Zoo meet their aggressive 2018 goal. Overall, the campaign click-through rate outperformed industry benchmarks – nearly 4x the industry average. Zoo More Good videos were clicked on at 2x the industry rate and display ads were clicked on at 3x the industry rate. And Facebook engagement was very high throughout the campaign, as well, gaining more than 500 new page likes and almost 3,500 reactions, comments and shares.
