In August 2018, e-tailer Ivory Lane was launched: a luxury brand selling ivory accessories. However the brand was revealed to be a hoax, and was actually an ivory trade awareness campaign held by wildlife conservation organization WWF in Singapore. The controversial Ivory Lane – and therefore the campaign – was widely shared on social media, reaching 250,000 people and triggering 65,000 online reactions. After a week the conservation non-profit released an official statement revealing the true message.
💡Non-profits have run shocking campaigns for decades. But new channels require new tactics: this campaign ‘hijacked’ the trend of social media-powered micro-brands to get its message into users’ newsfeeds in a clever but effective way. How can you think creatively to get your message across?
📍Spotted in Singapore 🇸🇬