Outstanding Social Media Campaign

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.

Contributors:

Creative Director:	Regina Weick
Lead Designer:	Karl Smudski
Copywriter:	Claire Thomas
Asc. Accounts Services Director:	Laura Cole
Account Manager:	Megan Quellhorst
Project Assistant:	Melinda Frimpong

SANKY COMMUNICATIONS, INC.

Location: United States