Client & Project Background
Investec is one of South Africa’s leading specialist banking and asset management companies, and offer a range of financial products and services. In 2016, we helped make Investec’s Rhino Lifeline initiative become a reality. We worked on two campaigns for the Rhino Lifeline initiative – the Care for Wild and World Rhino Day campaigns.
Our Solution & Strategy
The focus of the campaigns was to promote rhino conservation efforts, and to create awareness around rhino poaching and orphaned baby rhinos. We took visitors on an emotional journey and produced content that convinced visitors to donate to the cause.
For the Care for Wild campaign, we produced copy for video and image-based social media promotions. We appealed to the public with clear messaging about how donations would help rescue, rehabilitate and release rhinos orphaned by poaching. As a result, we gained high levels of engagement.
Following this success, we created content for the World Rhino Day campaign involving a microsite, video, banner copy for a takeover of Mail & Guardian and emailers. With urgent messaging on Mail & Guardian’s website and the microsite we created, content centred on Investec’s Rhino Lifeline story and lots of momentum was generated.
Our design team pulled on the heartstrings with designs that took visitors on an emotional journey involving the current crisis of orphaned baby rhinos due to rhino poaching.
We created social images and videos for the Care for Wild campaign. For the World Rhino Day campaign, we produced emailers, display ad banners, video content and developed a whole microsite.
For both campaigns, we made sure that all the assets produced were of the utmost quality and took visitors on a visual and emotional journey. We shared the story of the plight of baby rhinos and the state of rhino poaching and how vital support is. People were empathetic to the cause and we saw genuine interest and engagement as a result.