#iam4rhinos: WWF SA
In September 2013, Flow offered web development, content, social media and public relations services to WWF South Africa for the #iam4rhinos “Twitter storm”, a massive content engagement campaign.
We believe that only one other predetermined Twitter campaign (the London Olympics #1yeartogo campaign) has generated more tweets with the same hashtag – #1yeartogo generated 165-million tweets, while #iam4rhinos generated 160-million+ tweets. On these metrics, we therefore believe #iam4rhinos has been the most engaging Twitter campaign in South African history to date.
The objective of #iam4rhinos was to create awareness about World Rhino Day (September 22) and the plight of these animals (900+ were killed in South Africa in 2013, and the numbers continue to rise every year). The aim was to get as many people as possible to make the online pledge “#iam4rhinos” and people who did this included celebrities such as Stephen Fry, Lennox Lewis, Ricky Gervais, Junior Bachan, Kendra Wilkinson, Kirstie Alley and Bear Grylls, among hundreds of others.
Brands such as Highland Park Whisky, Manchester United Football Club, Kaizer Chiefs, Orlando Pirates among others also lent their support through social media. Even opposing South African political parties the African National Congress and the Democratic Alliance made the Twitter pledge.
Flow worked closely with WWF South Africa to ensure that #iam4rhinos trended consistently in South Africa for a week, while also becoming a number one global trending topic and in the process of generating more than 400-million Twitter impressions.
In addition, the campaign received more than R13-million worth of traditional media coverage on radio stations such as 5FM, 702 and Cape Talk, television channels such as e.tv and SABC, publications such as The Star and Cape Argus, as well as articles on respected websites such as Memeburn and Bizcommunity. WWF South Africa’s own Twitter presence (@WWFSouthAfrica) also grew exponentially, by about 30%, within a two-week period.
Flow subsequently gave several presentations at social media conferences about this campaign, including the Social Content SA Conference in November 2013, organised by Marketing Mix.