Our campaign idea took a bold and refreshing approach to a conservation issue. Miss Hong Kong is one of the city’s major TV events of the year. Since dolphins are beautiful, intelligent creatures, entering ‘Ruby’ into the pageant to highlight her cause was a perfect fit.

The idea was appropriate for WWF as it appealed directly to the demographic who are already most active participants in environmental conservation – those aged 30 and below – the same audience engaged in the Miss Hong Kong event.

The campaign budget was US$0. Donated media equaled 1 newspaper ad and US$650 Facebook ads.

We reached 3.8 million+ people – over half of HK’s population, collecting 52,508 signatures (highest WWF HK campaign to-date). Total individual donations increased 19%.

We secured 50+ pieces of earned media, educating 3,050,094 HKers through print alone, our microsite had 51,703 visits from 40,032 unique visitors, plus we reached 734,000+ Facebook users, increasing WWF HK’s Facebook fans 18.3%.

The signatures represented 892,636 citizens (1 of 8 HKers), based on the multiplier-of-17 used by both the HK Government and WWF – enough to crown Ruby Miss HK.