We chose to look at the bright side of Sudan the rhino's grim situation. Considering the fact that he has 7,000 females ready to carry his baby, is the literally the last of his kind and lives on a picturesque 90,000 acre ranch under the protection of his personal team of military trained bodyguards, we decided to dub him "The World’s Most Eligible Bachelor” and build a profile around him that would garner the requisite attention.
We create a profile around the rhino we had dubbed "The World’s Most Eligible Bachelor”. With this, we created an actual dating profile on the dating app Tinder. As users swiped right or left, they were stunned to find an actual rhino among their potential matches. Users just had to swipe right to match with our rhino and get redirected to Ol Pejeta Conservancy's site where they could donate to his cause. The campaign was supported by print ads and radio ads that also directed people to donate.
In the first week the campaign run(it run for a week only), there was an over 320% increment in donations to the Ol Pejeta Conservancy and an eventual 400,000 USD was donated.
Also in just one week, the rhino's tinder profile was swiped right over 2,000,000 times, there were over 2,100,000,000 media impressions, over 24,000 unique mentions and.
This work created immediate impact using the context of "love and mating" to create awareness and raise funds to a cause. It directly linked the target audience to the conservancy and the cause and presented them with a direct portal through which they could directly contribute financially to the research required to save the rhino species
Considering that majority of the conservancy's donors came from overseas, we felt we needed a platform that had global reach. We also factored in the campaign idea that pegged the rhino as an "eligible bachelor" and figured Tinder which is the world's leading networking app as the ideal platform to garner attention to his cause in a friendly though provoking manner. Users were urged to swipe to match with the rhino and got directed to the Ol Pejeta Conservancy's donation site where they were able to donate to the survival of the CRITICALLY ENDANGERED rhino species.