Beyond Banners is a new series on Chocolate Microscope where we'll explore the vast, vast world of on-line advertising and engagement, beyond standard banners.
Our first entry comes from Ogilvy Cape Town who hijacked popular viral videos on behalf of their client Forever Wild. The non-profit was looking to raise awareness of the rhino poaching problem and get signatures for a petition that would be presented to US Congress. With a $0 media spend, they gained over 300 000 YouTube views, over 11 000 Facebook likes, and
petition signatures increased by almost 400%.