We posted online videos with titles like "Cute Pandas Dancing", "Polar Bears Hugging" and "Lovesick Gorillas". These titles along with cute thumbnails appeared when you searched for animals. But once you clicked to watch the videos, all you got was a black screen with the messages like "THIS CONTENT IS NO LONGER AVAILABLE DUE TO THE DEFORESTATION OF THE WORLD”.

The videos was seeded through PR and blogs and soon caught attention.

761.000 PR and Twitter reactions generated 1.25 mio. media impressions worth 230.000 DKK worth of free media.

Not bad for a media budget of 0 DKK.