Real-time interaction key to success: Ocean Park’s award-winning livestreaming education and conservation campaign

Education and conservation are Ocean Park's missions. However, social distancing measures have prevented them from launching programmes in their original formats. “Various school outreach programmes, conservation workshops and education tours need to be put on hold,” said Rose Yeung, marketing director of Ocean Park. “Social media platforms are important channels for us to connect with the public, that's why we have decided to go for creative digital solutions and launched our first livestreaming campaign to achieve our education and conservation goals.”

Under the new normal, the audience has developed new behaviours. For example, they go for eLearning and watch livestreaming progrmames across different social media platforms. “Leveraging this new trend, we have launched the ‘OP Goes Live’ campaign which includes a series of livestreaming videos using three key approaches. namely getting closer with animals; special experiences and DIY workshops,” said Catherine Wong, business director at MUSE.

She added, “From meeting animals, art and craft classes, to cooking classes and night adventures, all livestreaming programmes were hosted by educators and animal caretakers. We aimed to deliver education and conservation messages in real-time and in a lively and interactive way."

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“It is necessary to give fans instant response while they are watching livestreaming programmes. By using tactics like Q&A, voting and quizzes, our video hosts can give instant replies and have real-time conversations with the audience, greatly enhancing the engagement level of the programme,” said Yardley Luk, associate director at MUSE.

All livestreaming programmes were carefully curated with different highlights to help achieve the park’s education and conservation objectives. For example, in the night adventure live, educators introduced some of the hidden places in the park, showed the habitat of some animals and how they lived their lives at night in the park, while sharing fun facts and conservation messages throughout the programmes.

A lot of Ocean Park fans are passionate about animals. So, Ocean Park has created a series of livestreaming programmes. The audience could have a closer look at animals. Animal caretakers hosted the programmes and demonstrated daily caretaking routines such as feeding, training and checkups, allowing the audience to see the close bonds and funny interactions between animals and caretakers. The hosts also offered real-time professional explanations and answers to questions asked by fans and delivered important conservation messages like common threats faced by wildlife animals. This encouraged audiences to develop habits that can help protect the precious animal species.

Ocean Park hoped to bring out the message of "conservation can be done easily in everyday life". Therefore, the DIY workshops series taught the audience to use simple and easy ways to make dishes with sustainable ingredients, as well as handcrafted tableware made with recycled materials.
The thoughtfully planned and executed campaign has proven itself with great reception on social media. “Our videos definitely provided a special yet interactive learning experience to our fans. It is our pleasure to see people actually like the series and show their appreciation through comments,” said Yeung.

“The crux of the campaign's success was how we make learning fun and interactive. By having creative live content, key messages were delivered in an interesting way, while real-time interactions enhanced the audience’s learning experience,” said Wong.

“We were absolutely thrilled that the ‘OP Goes Live’ Education and Conservation' campaign not only received a rapturous welcome from the public but also won a silver award for the Best Video/Live Streaming Campaign category at MARKETING-INTERACTIVE's DigiZ Awards 2021. The result was encouraging and it was recognition for our team,” said Luk.

This article is sponsored by Muse Group.