As owners of award-winning wildlife parks, Mandai’s vision is to inspire people to value and conserve biodiversity. With parents of young kids aged 4-11 as our core audience, the brand wanted to inspire the next generation to protect the earth.
This led to the inception of Ranger Buddies in October 2021, seeking to nurture every child into a responsible steward of our earth and to empower them to effect positive change for themselves, others and the world.
The programme launched to encourage Ranger Buddies to make an impact in their everyday lives — taking on various missions at home, at the zoo, and even around the heartlands and malls all via a web app.
PROTOCOL was tasked to launch Ranger Buddies as a social media led campaign and drive sign-ups and utilisation of the web app. The campaign premise was clear and concise – Be a Hero Everyday.
The launch campaign spanned:
- Social Media Engagement on Facebook & Instagram
- Usage of SEM and Google Display Ads
- On-ground Activation at the Singapore Zoo, PLQ Mall and around Marine Parade GRC and library
- PR/KOL Outreach to build a sense of community
The content is positioned as an invitation for parents and children to participate in an educational and entertaining adventure, designed in bite-sized formats as simple actions they can embark on daily.
In total, the content garnered 8 million impressions, reaching over 1.02 million people. We also achieved over 30,000 engagements and more than 700,000 video views. On top of this, a whopping 7,441 Ranger Buddies jumped on board and completed 5,445 missions within 2 months.
We were nominated in 12 categories at the 2022 Markies, and walked away with 1 x gold, 3 silvers and 2 bronzes.
