Campbell Ewald’s Social “Campaign” for Nesting Falcons
Posted by the HIT board
It has been quite an amazing ride (or shall we say flight) for advertising agency Campbell Ewald (CE), since announcing last month that a pair of Peregrine falcons was nesting on its roof.
Both consumer and industry trades participated in the #CEFalcon madness. Through personalized memes for each outlet the DGC team was able to secure coverage in top-tier publications including Adweek, Huffington Post, Fast Company, Business Insider and AgencySpy.
The agency, like any proud parent, decided to document every milestone with the creation of #CEFalcons, a social campaign that includes a Tumblr site with meme generator, hashtag (#CEFalcons), and Livestream.
Additionally the team conducted outreach in a phased approach, providing live updates to interested reporters marking the announcement, the birth and the banding of the baby falcon, extending the lifetime of the campaign.
It all began seven years ago when a CE employee decided to research, construct and install a homemade nest box on the agency’s roof in the hopes of attracting a pair of birds. Several had been spotted on CE’s roof in the past but no pair had ever called it home. Seven years later, the birds are here, the eggs have hatched, and as a result, we can expect the parents to return to this nesting site year after year.
Although there have been moments of sadness (one falcon didn’t make it), the surviving baby falcon took part in an official banding ceremony conducted by the Department of Natural Resources (DNR) last week. Turns out the young “eyas” is indeed a girl, and seems to be in good spirits, at least according to the live streaming video available on the #CEFalcons hub.
It’s a great example of CE’s creativity and the power of social media to raise awareness for the rare peregrine falcon, which has been on the Endangered Species list since 1970.