With the recession reducing the popularity of the World of Birds in Cape Town, a NGO sheltering birds, mammals and reptiles, Fishgate Advertising decided to get people talking about it and supporting it by running an interactive campaign around the city.
This consisted of a series of handmade posters, made of nothing but birdseeds and nontoxic glue, which were displayed in various prime footfall locations. Taking advantage of the public curiosity generated, a guerrilla tactic was used where the message and images of the posters were recreated using stencils and seeds and quickly spread on the ground. The placing of the artwork created quite a buzz and passers-by stopped to chat and photograph the process while posting to social networking sites.
Once completed, flocks of birds would swoop down to pick at the seeds before the wind swept the last of the message away, perfectly illustrating how World of Birds needs food to sustain life.
Now that social media and Capetonians were involved, the agency called journalists from influential media and sent them the social media links while reminding them about the good work done by the shelter. Media visits were organised, interviews arranged, competitions coordinated and visuals of the park circulated.
Hendrik Louw, an employee of the park for over 20 years, was interviewed for up to 25min on 5FM, SAfm and CCfm, with the shelter also receiving free editorial coverage on 94.5 Kfm and Heart Radio
Several publications, including all the local papers, listed it as a chosen venue and featured the sanctuary in their diary sections with contact details, logo and large colour photographs
All mainstream travel and regional websites gave it intensive editorial space and ran competitions, with an average of 150 entries per competition
The website URL was pushed to all fans through various online publications and social media platforms
Bloggers wrote articles and reviews
Facebook - the number of "likes" increased from 356 to 965 in July with the page being "talked" about from nine times per month to 44 times per week
Twitter - selected journalists and media accounts tweeted about it and photos and links were retweeted, causing #worldofbirds at one point to trend up to 50 times per day and reaching over 100 000 followers
Pinterest - images were repined over 30 times reaching an audience of 43 000
Free coverage was generated with a PR value of R632 000, which makes the total return on investment for the Feed The Birds campaign, 1:63.
"This is a perfect example of how good ideas need to be involving and work through PR and advertising. We are thrilled with the support from the community and media. The client appreciates every word," says Andrea Desfarges, PR director of Fishgate Advertising.
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