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Elephants take over London with the support of Chang June 23, 2010

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As you would be aware from our previous blogs, onechocolate is a huge fan of the Elephant Parade – London 2010. Over the weekend, we took Chang Beer’s elephant Cha-Chang exclusively to Taste London to introduce him to the media and fans alike.

 Sadly, the Elephant Parade is coming to a close in the coming weeks. Check our Mary and Ruth Powys from the Elephant Family talk about the event and the reason behind the influx of 250 brightly coloured elephants that took over the London streets.

The elephants have arrived! May 14, 2010

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If you are a London-dweller, they you probably would have noticed a major change in the landscape over the past week – ELEPHANTS!  We have been invaded…. by cute, brightly coloured, designer sponsored elephants, and they seem to be popping up all over London – from Green Park and Soho to the City and Southbank!

In their words the – “Elephant Parade is a conservation campaign that shines a multi-coloured spotlight on the urgent crisis faced by the endangered Asian elephant. Brought to you by www.elephantfamily.org, the event sees over 250 brightly painted life-size elephants located over central London this summer.”

As well as its imposing yet adorable presence on the London landscape, the Elephant Parade is a great example of how to use social media platforms (in particular Facebook and Twitter) to  generate consumer engagement. This campaign really demonstrates the power of building an emotive buzz around a subject and generating ‘true’ audience engagement from the outset.

 Having seen this campaign from both sides – as a consumer and a sponsor – Chang Beer has sponsored an elephant on the South Bank (pictured), it is easy to see what the campaign has managed to gather so much momentum.

 The Elephant Family’s Facebook page is a smart collaboration between ‘fun’ and ‘fact’. They provide regular updates on the campaign successfully using exclusive teaser images, sponsor and news updates to drive and maintain interest in the Parade, and interweave it with the hard hitting facts and images about the harsh reality of the plight of the Asian elephants.

 They have also used the newly created ‘Donate Now’ function on Facebook to drive revenue and created online petitions to generate support for the cause.

 On the launch date, May 3rd, when the 250 something elephants popped up across London, their Facebook page transformed itself into a community of fans sharing images of the elephants near their homes and offices, which elephants were their favourite, and shout-outs for people to help users find their favourite elephant in London.

 The entire campaign has been supported by regular updates on their Twitter feed, which drives traffic back through Facebook or to their microsite.

The Elephant Parade is a great example of how brands can create a successful, content-driven strategy through social platforms and generate ‘word of mouth’ for their campaign. 

 Definitely one to watch in the coming months!