Describe your nominated project—give us your elevator pitch.
WWF wanted to raise awareness amongst Millenials and increase donations to protect endangered animals. We knew that “Generation Y” spend their time in social media posting pictures of themselves and are hard to reach in traditional media. So how could we get young people to take action before these animals disappeared from the face of the earth? We needed to find the right medium and the right message, so we used Snapchat, a photo messaging application which is “wildly” popular amongst teens. An image sent with Snapchat, when viewed, disappears in seconds, with no chance of being seen again. Just like the endangered animals the WWF protects. We subverted the selfie meme, creating #LastSelfie. Creative utilization of the emerging Snapchat mobile social platform, using native “timed message” functionality to highlight that time is running out for endangered species, while engaging millennials with the selfies phenomenon was the key to our campaign.
What made your project stand out in your industry/field and unique from the rest? What obstacles did that present and how did you overcome them?
The use of snapchat in a clever way that never been used before. The use of snapchat on a real problem, a real social problem which never been used before. And the way we used the 'Selfie' culture in a surprising way. The biggest obstacle is snapchat was not a advertising platform at that moment, so we have to work with snapchat closely to make sure that our accounts won't get closed because of the high traffic they are getting.
When did you first know that this work was going to be something special?
The moment when people start sharing it on a second basis! The first day there was 40.000 shares on twitter, globally! Within a week, the WWF in each country wanted to localize this campaign for their market as well. In the end we are at fast company, ad week, abc, snapchat retweeting our project and all.
Social Media Campaigns that utilize one or more social media channels (i.e. Facebook, Twitter, Tumblr, Pinterest, Instagram, et al) to promote and build an organization's brand and community.