The African Wildlife Foundation (AWF) is an international conservation organization that focuses on programs and conservation strategies designed to protect the wildlife and wild lands of Africa. The organization wanted to spread the message about the state of African wildlife and raise its profile in China.
Dragon Trail promoted awareness of AWF through forming partnerships with a number of well-respected organizations, whose audiences share a close interest in wildlife conservation.
After noticing popular bakery chain BreadTalk’s newly launched leopard-themed bread, Dragon Trail asked the Singaporean multinational to collaborate on a joint campaign. Dragon Trail designed informational leaflets about cheetahs and leopards, encouraging readers to scan and follow AWF’s WeChat QR code. The promotion has been active in four stores in Shanghai, Shenzhen and Guangzhou since May 2017.
Human & Nature is a monthly magazine with national distribution of 300,000 readers per month, which focuses on the themes of the environment, nature and wildlife protection. As of September 2017, the magazine has published AWF’s two-page advertorial spread in its last six editions.
The third partnership is with Gionee, one of China’s largest smart phone manufacturers, focused on promoting AWF’s “Time to save wildlife is running out” (有生之年) campaign, to educate participants about the urgency of saving endangered species. The lock screen of Gionee’s users showcased images of endangered animals, with a link to the campaign. The collaboration resulted in nearly 300,000 impressions, and as a result the campaign achieved a 90% increase in the number of Weibo followers, and a 20% for WeChat.
“Dragon Trail is more than an agency. The Dragon Trail team is a true strategic partner to African Wildlife Foundation in every sense of the word. They have a wealth of expertise in the digital space from working with luxury, for-profit companies and the heart needed to work with a nonprofit, conservation organization. Dragon Trail empowers AWF to produce engaging, innovative content and campaigns driving awareness and action from our social followers. The interactive campaigns that we’ve produced together helped us educate Chinese social media followers — many of whom have never been to Africa — about conservation issues facing the African continent, and we’ve found an overwhelming response from people who are eager to learn more and help protect some of the world’s most threatened species.” -Gayane Margaryan Digital & Partner Marketing Manager African Wildlife Foundation