WWF - The Last Selfie
By aligning the temporary nature of Snapchat messages with the potential extinction of wildlife, WWF effectively connected with a younger audience on a platform they frequently use, making the message both relatable and impactful.
The campaign's innovative use of Snapchat's fleeting images mirrored the rapid disappearance of endangered species, creating a compelling and immediate call to action.
The LastSelfie campaign primarily targeted Millennials and Gen Z users active on Snapchat. By engaging them on a platform synonymous with fleeting content, WWF aimed to resonate with their sense of immediacy and social sharing habits, encouraging swift action and widespread dissemination of the conservation message.
TARGET AUDIENCE
About the
Campaign -
By aligning the temporary nature of Snapchat messages with the potential extinction of wildlife, WWF effectively connected with a younger audience on a platform they frequently use, making the message both relatable and impactful.
Core Theme of the Campaign -
1. Innovative Platform Use e� WWF leveraged Snapchat's disappearing photo feature to symbolize the urgency of wildlife extinction.
2. Viral Spread e� Within hours, thousands shared the LastSelfie snaps, leading to over 40,000 tweets and reaching 120 million Twitter users in a week.
3. Media Coverage e� The campaign garnered attention from major outlets like NBC and Reuters, amplifying its reach.
4. Rapid Fundraising e� WWF achieved its monthly donation target in just three days, showcasing the campaign's effectiveness.
5. Awards and Recognition e� The campaign won the 2015 People Choice Webby Award in the Social Media Campaigns category.
6. Clear Call to Action e� Each snap included prompts for donations via SMS or sharing, facilitating immediate audience engagement.
7. Emotional Connection e� The portrayal of animals' "last selfies" created a personal and emotional appeal, motivating users to act.
8. Global Participation e� The campaign's simplicity allowed for easy sharing, enabling worldwide participation and awareness.