The ‘Wild About Survival’ appeal was created to engage the community’s help. Clear messaging was developed to position the financial crisis and the changes which needed to be made, whilst protecting and managing the charity’s brand reputation during the major restructure. The PLMR Genesis team acted quickly and responsively to ensure a) accurate/timely information was given on business changes, b) vital funds were raised and c) the government were lobbied for life-line support. 

Eye-catching creatives, which featured an endangered Amur Tiger, were used in a targeted Meta (Facebook and Instagram) advertising campaign to encourage the public to donate. The campaign used advanced location targeting to boost both brand awareness and donations. Throughout the campaign, we implemented a diverse range of campaign optimisations to audiences, ad placements, creatives, and ad copy. 

Once the zoos could reopen safely after the pandemic, we developed a wellbeing campaign to bring to life ZSEA’s strategic aim of connecting people with nature for wellbeing. The premise of the campaign was that a zoo visit, or activity such as volunteering or fundraising for ZSEA, boosted physical and mental wellbeing.