Since Rhino Horn is made of keratin, which is the same substance that is found in finger nails (toe nails and hair as well) WildAid decided to make posters showing celebrities and influencers biting their nails, with the line: 'Rhino Horn has nothing your own nails don't have.'

With a lot of NGO-free TV and OOH, that and the social postings led people to a mobile site that let them create their own posters, just like the celebrities had, and post them socially.

Over a 2-3 week period, we launched the campaign with broadcast and OOH, with a variety of placements, leaving it to the media outlets to provide free or nearly free media, due to our NGO status.

All this messaging led people to the mobile site where they could participate in the campaign by taking a picture of themselves biting their own nails, and posting to their family, friends and acquaintances through Weibo and WeChat.

The campaign got huge media attention, due to the provocative nature of the images—famous celebrities and influencers biting their nails.

Then on the mobile site people were encouraged to follow the celebrities' lead and capture themselves nail-biting and sharing with others.

98,500 generated nail biting posters, sharing those posters with 16 million. And the campaign created 18 times more discussion messages than any previous Rhino effort from WildAid.