Act for Big Cats


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Act For Big Cats

Panthera | Digital Fundraising Campaign

Panthera is the only organization in the world devoted exclusively to the conservation of the world’s wild cats. Their team of leading biologists and law enforcement experts develop innovative strategies to address the dire threats facing cheetahs, jaguars, leopards, lions, pumas, snow leopards, and tigers. In a year-end push to raise $1 million for their conservation programs, Panthera tapped Oxbow to develop and execute a digital campaign to appeal to their donor base.


The Approach


All of Panthera’s supporters have a favorite big cat–in fact, they talk about it all the time on social media. Oxbow created an opportunity for their constituents to go to bat for their chosen cat through an interactive voting site and then share their votes with their friends. Using their vote information, Oxbow delivered targeted narratives of Panthera’s work in each of their program focus areas through retargeting tactics. Over a few weeks, Panthera’s supporters received multimedia content from program directors about the big cats they voted for, identifying the challenges each big cat faces, what Panthera is currently doing to address those challenges, and finally, what it needs to continue.




Oxbow designed and developed a mobile-friendly, interactive microsite to serve as the voting platform to onboard constituents.


As a reward for voting, users were shown rare camera-trap footage of their favorite cat. 


Video Content
As part of the social distribution strategy, a series of video narratives were produced to highlight specific stories of impact from the field.


THE Results


Panthera reached their million dollar goal just days before the New Year, marking one of their most aggressive and successful digital fundraising campaigns ever–allowing the organization to jumpstart their work in 2017.


We won!

On top of that, the campaign won Silver at the 2017 Summit Creative International Awards in the category of Non-Profit Marketing. The Summit Creative Award (SCA) recognizes and celebrates the creative achievements of small and medium sized advertising agencies worldwide with annual billings under $30 million.