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.
