travel ivory free
TRANSCRIPT
Travel Ivory Free
Photo by farfar on Unsplash
• Campaign aimed at reducing demand for ivory among Chinese outbound tourists traveling to Asia destinations during China’s biggest travel periods.
• Used digital precision marketing to reach travelers in real time while at key purchase decision points and near open ivory markets.
• Used on-the-ground activities to engage travelers in tourist locations.
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• consumer research has found that regular outbound
travelers are the Chinese consumer group most interested in continuing to buy ivory despite a ban on ivory sales in China.
• Thailand is the No. 1 foreign destination for
Chinese travelers and ivory is still widely available; Vietnam, Japan, HongKong SAR, Laos, Myanmar, Cambodia are also popular destinations.
• Golden Week in Oct and Lunar New Year in
Jan/Feb are the top outbound travel periods for Chinese tourists.
• on social
media to target Chinese travelers visiting popular designations during Lunar New Year.
• through
key players, including internationalairports, tourism authorities,associations, influencers.
•to assess immediate impact.
• Times our campaign hashtag was viewed during this Lunar New Year on SINA Weibo
• Pledges taken to travel ivory free
• Destinations in Asia covered by online and offline activities, including Myanmar, Japan, Laos, Thailand, Vietnam, Cambodia,Hong Kong SAR
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Theme: Responsible Traveler Effect of Poaching Happy Lunar New Year
Click rate (%): 6.32 6.81 6.69
Post ad exposure on SINA Weibo:
10.5M 10.7M 10.3M
31 million
130 million
3.4 million
260 million
112 million
301 million
7.8 million
336 million
Post ad exposure
Post ad viewership
Travel Ivory Free pledge reposts
#TravelIvoryFree viewership
* Note: four rounds of the #TravelIvoryFree campaign have been conducted so far, during Golden Week 2018 & 2019, Lunar New Year 2019 & 2020.
¥0.00
¥25,000.00
¥50,000.00
1.21 1.22 1.23 1.24 1.25 1.26 1.27 1.28 1.29 1.30 1.31
Cost Allocation by Date
1) geolocated advertising
56%
4) social media influencer
engagement
6%
3) user behavior/interest
targeting
29%
2) re-targeted user interaction
9%
TOTAL VIEWERSHIP
Exposed to users whofollowed official accounts and KOLs, searched keywords,interacted with hashtags,wrote personal posts relatingto tourism in TH, VN, JP, HK
Exposed to users whointeracted with previous
rounds of #TravelIvoryFree
Exposed to users located byGPS-enabled technology at
key decision points (airports,tourist attractions, shopping
destinations) in TH, VN, JP, HK
Exposed to followers of travel company or associationaccounts, celebrities and key opinion leader (KOLs), etc.
geolocated advertising…
social media influencer engagement (ZYL)
35%
user behavior/ interest targeting
15%
SINA Panda’s Guardian
23%
re-targeted user interaction
5%
Total Pledge of Travel Ivory Free: 3.4m+
52,509
54,332
76,099
101,375
117,207
177,822
198,457
HONG KONG SA R
MYA NMA R
V IETNA M
CA MBOD IA
LA OS
JA PA N
THA ILA ND
• 2.8 million impressions between January 20-31
• Geo-targeted to specific markets including TH, VN, JP, HK,LA, MM, KH
• #TravelIvoryFree #EndWildlifeCrime
• Story from Practice Leader with 695 views
• Actor, singer, fashion icon, charity influencer
• 23 million followers on SINA Weibo
• Endorsements include Coca Cola, Tom Ford, L‘Oréal, L’Occitane, KFC, Schwarzkopf, etc
• Became WWF Ambassador for Global Wildlife Crime Campaign in Sep 2019, and collaborated on WorldRhino Day and panda conservation
• On SINA Weibo, #TravelIvoryFree reached150 million viewership within half day ofcampaign launch (starting from 76m,accumulated in the previous three roundsof campaign)
• Overall, hashtag viewership increased by260 million for this round, and pledgesincreased by 1.2 million.
Fan created content: video, song, drawing, paper cutting, origami, etc
V
SINA’s top
social channel
V
Travel and Local ChannelsCovered over 63% of tier 1 and 2
cities and regions
Panda’s GuardianMini program generated over
810,000 pledges
@SINA Travel
3.47m followers
@Travel Video
1.08m followers
V
@Weibo Travel
1.48m followers
V
V
SINA
Anhui
SINA
Fujian
SINA
Guangdong
SINA
Guangxi
SINA
Henan
SINA
Hubei
SINA
Jiangsu
SINA
Xiamen
SINA
Shangdong
SINA
Shanghai
SINA
Sichuan
SINA
Zhejiang
@Public Welfare
18.8m followers
V
Kenya Tourism Board
GSTC
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
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PGC UGC
Unit : Buzz
Pre-Campaign1/8-1/19
During-Campaign1/20-1/31
Post-Campaign2/1-2/12
#Travel Ivory Free#
• A surge of social buzz about #TravelIvoryFree at campaign launch, mostly brought by Zhu Yilong’s fans,despite the coronavirus pandemic cutting short much of the campaign’s planned outreach
• Netizens’ positive sentiment about supporting the ivory ban and elephant conservation has increasedby 37% during the campaign
Campaign Social Buzz Trend
Note: PGC - Professionally Generated Content; UGC - User Generated Content
0% 0% 0%
49%
12%24%
51%
88%76%
Pre-Campaign During-Campaign Post-Campaign
Against the Ban Neutral Pro the Ban
37%
Sentiment Analysis
• Conducted Public Service Announcements at 5 hotels and displayed posters and standees in 10 other hotels in Mandalay in partnership with the Myanmar Hotelier Associations
• Made Public Service Announcement and standee display at international and domesticairports in Yangon and NayPyiTaw airports
Conducted the second part of #EndWildlifeCrime campaign, aiming at raising public awareness on IWT issues and announced the commitment of Mandalay law enforcement authorities to stop wildlife crime in Mandalay.
• A series of mediatic activities, including social media posting, press releases, TV interviews, t-shirt competitions, wildlife statues display, and influencer and celebrity engagement.
• Culminated on the 1st of February with the first wildlife-themed parade around the streets of Mandalay.
In total, more than 70 distributions of digital signage at 7 places in Haneda Airport and Narita Airport,and posters at 2 places in Haneda Airport
Narita International Airport
• Arrival Lobby at Terminal 1, 2, 3, owned by the airport
• Luggage Claim area at Terminal 1, 2, 3, managed by Tokyo Customs
Haneda International Airport
• Elevator at International Terminal Station
• Information booth managed by Tokyo Customs
• Departure area after security check
• Every booth at Immigration area
• Implemented for 5 days from 27-31 Jan 2020
• Involved 5 provinces (Bokeo, Luang Numtha, Oudomxai, Luang
Prabang and Vientiane Capital), 4 Administration Zones (Bokeo
SEZ, Boten SEZ, Luang Prabang and Wattay Airport), and 5 international border crossing areas
• Joined by 7 Agencies and 56 Officials from Provincial Office Forest Inspection (POFI), Department of Forest Inspection (DOFI), Police-Immigration Police, Customs, Prosecutor, District Agriculture and Forestry Office and WWF-Laos
• Distributed 16,900 postcards on ‘Don’t Buy Ivory Products’ and
4,050 stickers at international and local border crossings, airports, SEZ, marketplaces, hotels and tourist facilities
• Detected illegal trade by active patrols and inspections, resulting in
88.8 kg of wildlife/bushmeat being confiscated and four live bamboo rats being released back into nature.
Bokeo Province, Luangnamtha province, Oudomxay Province, Luangprabang Province and Vientiane Capital
A press conference in December 2019, to present #TravelIvoryFree campaign throughout Golden Week 2019 toLunar New Year 2020
• in cooperation with strategic partners including the Department of National Parks, Wildlife and Plant Conservation (DNP), the Tourism Authority of Thailand, Thai Airways International, LH Mall & Hotel Co, and the Professional Tourist Guides Association of Thailand
• Don Muang International Airport: Baggage Claim andnearby areas at Terminal 1, 2
• Suwannabhumi International Airport: 10 sec. digital media ad showing at the terminal
• Golden Triangle border: spacesupported by Department of National Park, between TH-MM-LAOS
• Thai Airways: installing roll ups at the cargo offices in 5 major cities in China (Beijing, Chengdu, Guangzhou, Shanghai and Taipei) in order to raise awareness to travelers and Thai citizen
A hundred displays of ZYL visual were set up at Mercedes-Benz Arena Shanghai (formerly World Expo Center) and nearby subway entrances since early January.