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Zoo Babies

AAF District Silver
AAF People's Choice Award
AAF Midlands Gold

With so many new babies, it sounds like a zoo at Riverbanks.

Results

We had standing room only at the live gender reveal event. Online, there was a 133% growth in Facebook reactions compared to days around the event. Our video post reached 90,929 people on Facebook, with 7% of them reacting, commenting and sharing with their network.

Objective

Increase awareness to the many new offerings at the Zoo. Typically, new offerings have to do with new exhibits. This time was a little different. The new offerings were new animals born at Riverbanks.

Strategy

Introduce the mother of all baby announcements in a way that aligns with current social trends.

Tactics

Led the campaign with experiential and social, then provided support in outdoor and print.

A Very Big Baby Announcement

Conservation has long been a part of the Riverbanks brand. All of the new arrivals gave us an angle to educate members and visitors on this important work.

Epic Gender Reveal

Even the zookeepers didn’t know the gender of Baby Zakota until we hosted a gender reveal party that took place at Gorilla Base Camp and on Facebook Live. The gorilla troop cracked coconuts to let the world know that it was a baby boy.