DWST Case Study

Question 1

How much was the elephant population reducing per year?

Answer 1

8%

Question 2

Why did people think that the fight against extinction was working?

Answer 2

ivory trade decreasing - china being the biggest

Question 3

What was the challenge for DWST?

Answer 3

Re-energise the fight against extinction when everyone thinks it’s won

Question 4

What were the objectives?

Answer 4

1. Change the story - 50% coverage of human/habitat causes of extinction
2. Increase donations by 10% - had drooped by 17%
3. Increase elephant adoptions - fallen by 7%

Question 5

What was the traditional audience and why were they more likely to donate

Answer 5

60 +

more likely to donate on negative triggers

Question 6

what was a barrier to donation

Answer 6

Humanitarian issue, core audience more likely to donate to that

Question 7

what were the 2 insights

Answer 7

1. People give to people - how do we make elephants worthy?

2. Elephants have human like qualities - how do we show this

Question 8

What was the strategy?

Answer 8

Let people experience the hidden humanity of elephants

Question 9

how did they implement this

Answer 9

Hello in Elephant
No media budget
got rival organisations to help out
launched on world elephant day
used as part of a wider educational outreach

Question 10

What were the results of objective 1

Answer 10

$6.5m in earned media

75% media coverage an increase from 2%

Question 11

What were the results of Objective 2

Answer 11

Donations increased by 34%

Net ROMI of 4.3:1

Question 12

What were the results of objective 3

Answer 12

Adoptions increased by 35%
donations from adoption projected at $1.1m
ROMI = 19.1:1

Question 13

What were the discounting factors

Answer 13

all other organisations didn’t change promotions much
DWST is primarily does not focus on poaching issues
World Elephant day novelty was wearing off