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.”
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
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
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
THE CAMPAIGN PRESERVE OUR WORLD
Instagram -‐-‐ NegaCve image becomes posiCve image -‐-‐ Similar to a slideshow
#PreserveOurWorld
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
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
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
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
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
#PRESERVEOURWORLD