As part of the Tiger Protector strategy we created a storybook which brought the tiger’s plight to life for our family audience. The book could be personalised by the recipient child’s name, gender and race, as well as the adult figure in the story, making each book unique. This meant that each recipient actually became a Tiger Prorector as the hero of their own story. (would make sense to add in something about the recipient actally becoming a Tiger Protector and the hero of the story). The book was created by award winning illustrator Jenni Desmond and author Jeanne Willis.

To create an engaging piece of DM we utilised the storybook concept to create a mailer that looked like the book. The beautiful illustrations brought to life the world of the tiger that we had created with Jenni and tapped into storybook cues, creating stand out on the doormat.

The mailer was a 2pp sealed piece with a fold in the middle, to replicate the book aesthetic. The mailer was released on the 29th November to an audience of 129130,000 lapsed supporters. It was sent through the post to land as a stand-alone piece on the doormat, as a visually interesting and engaging piece of direct mail.

The timeline was important, as we mentioned the personalised book (the reward for becoming a Tiger Protector) as being a perfect Christmas gift.

Our ‘Tiger in Suburbia’ film had nearly 6 million total views (nearly 4.5 million were earned) with a reach of 20 million. The positive outcry we saw in social media was echoed in the national press, with many asking if our film was ‘the best ad this Christmas’. Our post-campaign research confirmed our qualitative assessment that people hadn’t just noticed the work, but felt more involved and invested having seen it. Ad awareness and donation consideration scores for WWF went up by 3 and 4 points respectively. The campaign increased the average annual value of each acquisition by 40%, beating our targets.

We regained nearly 1000 lapsed tiger donors back and gained over 4000 new official Tiger Protectors. Our strategy and campaign even had a halo effect on increased donations for other WWF animal causes too.