RZSS - Fundraising Campaign
Lockdown social media campaign
BACKGROUND
Edinburgh Zoo is owned by The Royal Zoological Society of Scotland (RZSS). The Society was founded in March 1909, and the Zoo opened in July 1913. The Zoo is situated three miles to the west of Edinburgh city centre and houses 1,000 rare and endangered animals. Its sister attraction, the Highland Wildlife Park is a 105-hectare safari park and zoo located within the Cairngorms National Park, near Kingussie.
During the 2020 Covid-19 crisis Edinburgh Zoo and the Highland Wildlife Park were closed during lockdown and therefore had no visitor income. This put the future of the organisation at risk, posing the biggest threat faced during their long history.
OBJECTIVE
Drive traffic to the Zoo and Highland Wildlife Park JustGiving pages by creating campaign assets for use across all social channels.
WHAT WE DID
For this quick turnaround project, we created a series of mini-campaigns using animal imagery combined with direct and clear messaging that were rolled out across Facebook, Twitter and Instagram. The creative supported the lobbying being done in the background, and across the media to reopen the attractions as soon as possible.
SERVICES USED
RESULTS
"Sophie and the team at Flock were a huge support at a very challenging time for RZSS. As lockdown approached, we had to cancel major campaigns for Easter and once closed we had to rapidly adapt from attracting visitors to supporting fundraising efforts. Often working to very tight deadlines, Sophie went over and above to support our fundraising efforts, responding to creative briefs with very short deadlines to a high standard and adapting as our situation changed throughout the lockdown period, all whilst dealing with our minimal budgets. Flock were there for RZSS at our most challenging time to date and we're immensely appreciative. The impactful creative approach made a major contribution to achieving our £1 million campaign total."
Marketing Manager, RZSS
