Tiger Beer’s namesake species is ruthlessly poached into near extinction - 96% have disappeared in the last century, with as few as 3,890 remaining today. Tiger Beer believes that Tigers should be a source of inspiration and not a source of profit.

Over 3,000 millennials surveyed across six countries said that they will support a cause when armed with knowledge, so we needed to make the tiger crisis a relevant global topic.

We created a movement that would inform and engage, using the millennials’ love for selfies for a different purpose.

We set the following objectives:

•Public Awareness and Education - Make the crisis relevant and visible through a holistic media and influencer strategy.

•Engagement and Participation - Produce a social heavy campaign to engage and rally millennials to participation.

•Build Brand Affinity – Increase positive perception of Tiger Beer as a purposeful brand that people want to associate with.

•Top digital media carried news to our audience.

•Pop content partners spread the message, making activism accessible and interesting.

•6 social films (1 for each artists) showed how creativity can inspire change.

•Rapper Dumbfounded produced a track about 3890Tigers – all download proceeds to WWF.

•Custom content were released on our global and local Facebook pages.

•Social targeting covered 12 markets, reaching fans with common interests within beer, cause, and outdoor groups.

•Global influencers (cat celeb Lil Bub, actors Megan Fox, Zachary Quinto, Norman Reedus ‘Walking Dead’) gave #3890Tigers talkability and appeal.

•Regional influencers were selected for local relevancy: animal lover Anna Akana, actor Vaness Wu, microinfluencers Bao Ho (HK), Lera Kiryakova (Russia), etc.

•We mounted an interactive and immersive event featuring original artworks created specifically for #3890Tigers as well as Singapore’s first traffic stopping anamorphic art piece.

•Across each touchpoint was a clear CTA to participate and share #3890Tigers.