Case study: Herd marketing

This case study describes how WildAid, a US-based non-governmental environmental organisation, used marketing to successfully campaign against the global ivory trade.

Grey London partnered with NGO WildAid to use marketing to fight the ivory trade with a new global campaign called #JoinTheHerd. Grey's Aisling Ryan explains how.

The ivory trade is a multibillion-dollar industry, ranking alongside drugs, arms and human trafficking as one of the world's most lucrative trades.

By 2015, the slaughter of elephants for their ivory had taken them near the tipping point into extinction. More were being killed than born, and hunting for their ivory meant there were only 425,000 elephants surviving in the wild.

Grey London partnered with the NGO WildAid to bring the mindset and...

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