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This month, e-tailer Ivory Lane was launched: a luxury brand selling ivory accessories. However the brand was revealed to be a hoax, and was actually an ivory trade awareness campaign held by wildlife conservation organization WWF in Singapore. The controversial Ivory Lane – and therefore the campaign – was widely shared on social media, reaching 250,000 people and triggering 65,000 online reactions. After a week the conservation non-profit released an official statement revealing the true message.

Yes, some of those fooled criticised the brand for further eroding people’s trust in online information (‘fake news!’). However we can’t help but support the WWF here. When so many online falsehoods perpetuate negative behaviors and attitudes, it’s about time for an online frenzy that has the desire for positive impact at its heart!

What else can you take away from this explosive campaign?

  • Non-profits have run shocking campaigns for decades. But new channels require new tactics: this campaign ‘hijacked’ the trend of social media-powered micro-brands to get its message into users’ newsfeeds in a clever but effective way. How can you think creatively to get your message across?

It’s a business truism that the “customer is always right”. The WWF flipped that on its head. Are you bold enough to ‘trick’ your customers into being wrong? You’ll certainly seize their attention if you do (even the BBC debated the campaign).


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