The WWF , or the World Wildlife Fund, is one of the most famous conservation organizations in the world. They are one of the successful charity organizations that uses multi-media communication to it’s full potential. WWF integrates Twitter, Facebook, Instagram, Snapchat, YouTube, television campaigns, and traditional media to make their brand impact the minds of consumers. The reason that the WWF is so close to my heart is the difference they have made for the earth. Their organization epitomizes that multi-media communication can not only influence what consumers buy, but how they think about the society they live in. Branding is more than just bags, sneakers, and Calvin Klein underwear. It is presenting a mantra to mankind for what an organization stands for.
Clair Carlton is the social media manager for their campaign on climate change. She understands the full potential that social media channels can bring to her organization. She says here, “I see our web site as our home base, the blog as our podium and Twitter, YouTube, Flickr, and LinkedIn as our mega phone,” said Carlton. (Capone)Mashable Through various channels WWF has synergized their organization to become a brand of ubiquity. I have listed just a few of their social media channels below.
Let’s start off with the ultimate social media tool we know as Facebook. I know that Facebook is often called out today for disconnecting people from everyday human interaction. While this may be true in some cases, it has also been proven to bring people together in ways never seen before. This is true for brands like the WWF whose community is exemplified by their page wwffacebook.
Today, roughly two million six hundred thousand people follow their Facebook page. The WWF Facebook page has increased the traffic to the WWF website. The main reason behind this is their commitment to using social media to build a community across the board. By regularly posting on their multiple social media channels, they create a platform for people to help their cause. I have shared a link to their social media stats page here: wwfstats.
Instagram is another channel that WWF totally rocks at. Photos of animals, endangered environments, and activists frequent their feed. There is also an element of playfulness on their Instagram channel. WWF understands that presence is not the same thing as influence. By highlighting adorable animals in their native environments they are able to make their cause relatable. Just look at how cute some of their photos are!
One of their greatest assets is the ability to draw consumers to their cause. That is not to say that they do not take serious stances during current events. WWF believes that social media catalyzes change by allowing a message to be seen across the world. They are then able to influence leaders around the world to take action.
During the COP Climate Conference in Paris, they documented their support through multiple social media channels. They used the Instagram hashtags #WWFfrance and #COP to bring awareness to their followers. They marketed off of current events to bring timely awareness to their cause. wwfinstagram
The temporary photo sharing site is still relatively new to the social media game. Because of this organizations are still thinking of ways to use it to market themselves to their advantage. WWF stood out for their campaign titled, The Last Selfie. They used the concept of selfies vanishing off of Snapchat in ten seconds to demonstrate this increase of endangered animals around the globe. This lead to not only marketing their brand, but bringing in the equivalent of monthly donations in only a few short days.
Steve Olenskie in his article, “The Best Social Media Campaigns in 2015 (So Far)” quotes the the Communications Officer for the WWF in saying, “The urgency to act and Snapchat’s dynamic were the perfect match to disseminate our message for species. The continuity of our conservation work is vital for success. For this to happen, we have to clearly and creatively explain our reason for existence to current and prospect supporters. Millennials are targeted for this campaign and that’s why we chose to use Snapchat, which is mostly used by them.”(Olenski) snapchat By speaking directly to the millennial generation WWF expands their brand to a growing consumer base. They understand that branding is about knowing their market. They do not want to simply get their name out. They want their message to stay with the hearts of consumers.
As modern day social media marketers know, consumers do not simply want to buy a product they want to feel an emotional connection to their brand. They want experiences more than they want material things. Brand loyalty comes about from consumers feeling a sincere attachment to their brand. WWF has accomplished this with their animal adoption campaign.
One of WWF greatest marketing tools is their animal adoption campaign. People are able to symbolically adopt an animal of their choosing on their website. All the animals on their donation page are on the endangered species list. Donations from animal adoptions go towards helping conservations efforts of the WWF around the world. Eighty-five percent of donations go towards conservations efforts. By choosing a particular animal, a person is helping support wild animals and the habitats that they live. The reason I love this is that it lets consumers have a personal investment in the WWF brand. This interactive element brings the heart of their organization to the forefront. They have created a “love mark” for their consumers. While you do not actually get to take home a wild animal, the interactive element makes you feel a part of the WWF community. An adoption kit comes with a plush toy of their animal, an adoption certification, a card detailing facts about their species, and a tote bag. adopt
I chose to adopt a lion because I consider them my spirit animal. Can you see the resemblance?
Lastly, the WWF YouTube page has less followers than many of their other social media channels. At the same time, their YouTube channel is nothing to shy away from. They have channels for nearly every country they have an active presence in. There is a WWF Australia, WWF France, WWF Deutschland, WWF United Kingdom, and the list goes on and on. With so many channels creating a presence for them they dominate the YouTube game.
A new campaign that they are promoting through YouTube is the #Teampanda. They have teamed up with the upcoming release of Kung Fu Panda 3 to raise awareness of endangered pandas. They are staying relevant and adding a playful edge to their brand that continues to endure them to their consumers. Watch the video with Jack Black below:
WWF epitomizes the power that social media holds. Integrated Communication creates purposeful dialogue between a brand and its consumers. By opening up this dialogue brands can market themselves for better or worse. WWF demonstrates that integrating multiple channels to communicate with consumers brings the heart of a brand to the consumer. It just so happens that their brand is making the world a better place.
Catone, Josh. “How WWF is Using Social Media for Good #FindingTheGood.” June 24, 2009.
Olenski, Steve. “The 3 Best Social Media Campaigns of 2015 (So Far)” Forbes, August 21, 2015.