world&wildlife&fund&(wwf) - catherine roberts€¦ ·...
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WORLD WILDLIFE FUND (WWF)
-‐ Non Profit Organiza/on, World’s Largest Conserva/on Organiza/on -‐
Product: Educa2on/Knowledge on Conserva2on & Restora2on, conducts Research, provides Opportunity
Vision: “To build a future in which people live in harmony with nature.”
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CURRENT TARGET & PLATFORMS Target: Middle-‐Class Donors, Environmentally Conscious, Animal and Nature Advocates
Donate & Volunteer: Adults, middle-‐class, proac2ve Spread Awareness: Young adults, aware of global issues
Pla9orms:
Facebook – Networking TwiVer – Microblogging YouTube – Video Instagram – Image Google Plus – Networking Blogs – Blogging App – Content Sharing
Pla9orm Reach: ~25-‐54 Longer posts, Informa2ve, links
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CAMPAIGN TARGET AUDIENCE
Target Age: 16-‐24
Target Tribe: Alterna2ves tribe
– crea2ve, aware of social issues, resistant to marke2ng
Pla9orms already using: YouTube, Snapchat, Instagram, Facebook, TwiVer
16 -‐ 20 -‐ 24
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STATEMENT OF PURPOSE CREATE A SOCIAL MEDIA CAMPAIGN
Research: • Images are effec2ve
• 16-‐24 group cares for social issues
• Group obtains news from social media plaaorms, online sites, adver2sements
• Users spread awareness through social media
• Instagram usage is common • Time and money makes a difference
Conclusion: Simple, Use of Images, Easy to Share, Easy to Understand, Compelling, Short Descrip2ons
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THE CAMPAIGN PRESERVE OUR WORLD
Instagram -‐-‐ NegaCve image becomes posiCve image -‐-‐ Similar to a slideshow
#PreserveOurWorld
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WHY INSTAGRAM?
Easy to click through & repost
Search feature – Trending tags and Explore posts
There are 300 million monthly ac/ve users (DMR)
Over 90% of the people on Instagram are under the age of 35 (Business Insider)
Common plaaorm – Survey & Focus group
WWF Instagram November 2014 – 50.4 thousand August 2015 – 152 thousand
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InteracCve -‐Engages the user to “tap the photo” to save the animal or environment -‐Users can comment, WWF can comment back Viral -‐Specific hashtag -‐Users can post own photos of how they #preserveourworld -‐Easy to repost
EducaConal -‐Shows users nega2ve vs posi2ve -‐Shows what is possible -‐Gives users the facts Value-‐based -‐See where the Earth is heading -‐YOU can do something -‐Know what parts of Earth are at risk
WELL’S 4 MARKETING QUALITIES
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BRAND CONNECTION • Focus sCll on environmentalism, conservaCon, animal welfare
Emo2onal connec2on is heightened
• Brand personality
Hearaelt, presents photos of real issues
Ties in conserva2on and restora2on
• References Global Issues
Causes affec2ng the en2re world
Environment, animals, energy, climate change, food and water availability
How to keep our planet green and preserve our Earth
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CAMPAIGN EXPANSION Share across mul2ple plaaorms
Simple and effec2ve
TwiVer – Click the nega2ve picture and it turns into the posi2ve picture
Facebook – Side by side photos with a heavier descrip2on
YouTube – Compila2on of photos or videos with conserva2on advice
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WWF’S FUTURE Building the brand • It’s about preserving OUR world
• Youths can discuss the issues
• Visuals can be shared
Ethical concerns • Upsejng/graphic images
• Using fear & tragedy as a marke2ng tac2c
Minimizing harmful impact • Educa2onal and real photos
• Real sta2s2cs to share
• Provides call to ac2on
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#PRESERVEOURWORLD