The Danish branch of World Wildlife Fund (WWF) launched the #LastSelfie Snapchat campaign to create immediate awareness about endangered animals in 2014. WWF focused on tigers, pandas, orangutans, rhinos and polar bears for photos used in the campaign according to an article from PR Newswire. WWF incited a feeling of urgency by using what Pew Research Center claims as one of today’s most popular social media channels.

WWF operated with the key insight that endangered animals have increasingly limited time on earth if we don’t take action. It used Snapchat under the handle @WWFpanda as its resource to not only draw a parallel to the concept of endangered species’ limited time, but also engage young adult Snapchat users. The campaign was created in conjunction with Grey Group global agencies 41? 29! In Turkey and Uncle Grey in Denmark, according to PR Newswire. 41! 29?’s website laments this insight.

“An image sent with Snapchat, when viewed, disappears in second, with no chance of being seen again. Just like the animals WWF protects,” it says under 41? 29!’s #LastSelfie case study page.

WWF posted photos of animals to its Snapchat story for ten seconds each with a message stating that they’d be gone forever in the seconds ticking on the right corner of the snap. It offered a solution. Text saying, “But, you can still save my kind #LastSelfie,” and a prompt to send an SMS to WWF were in the snap to create the action step of a donation.

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Image from webbyawards.com

In one week the Snapchat campaign yielded 40,000 tweets that hit 120 million Twitter timelines mentioning WWF’s #LastSelfie. This means that #LastSelfie was exposed to 50% of all active Twitter users at the time. Snapchat itself retweeted about the project on its Twitter, according to WWF’s justforthis.com.

The campaign was a People’s Voice for Social Media Campaigns Webby Winner in 2015. The Social Media Campaigns Category is for, “social media campaigns that utilize one or more Social Media Channels (i.e. Facebook, Twitter, Tumblr, Pinterest, Instagram et al) to promote an build an organization’s brand and community,” according to the Webby Awards website.

The campaign received attention from AdWeek as well. Michelle Castillo’s article “Selfies Just Got Real” on AdWeek’s website calls the campaign, “a sobering spin on the selfie.”

#LastSelfie is a both a #SocialWin and #NonprofitWin for WWF. Nonprofits ultimately strive to get their messages out to raise awareness and subsequently raise money for a cause using cost-efficient channels. The #LastSelfie campaign did just that for endangered animals. It reported that 120 million Twitter users saw the campaign in one week, and that its fundraising goal for the month was reached in just three days, according to justforthis.com.

This #SocialWin is all with photos of animals that WWF likely already had or easily obtained, and simple text placed into a fast-paced, ever-changing social media channel. Had the campaign been these same images in a more permanent atmosphere such as Twitter or Facebook, the campaign likely would have been less effective.

Sources:

41? 29! (2016) #LastSelfie Case Study. 4129 Grey. Retrieved from http://grey.com/turkey/work/key/last_selfie/id/6568/

Castillo, Michelle. (2014) Selfies Just Got Real. AdWeek. Retrieved from http://www.adweek.com/news/advertising-branding/wwf-snaps-lastselfie-endangered-animals-157138

Dougherty, Owen. (2014) Grey And The World Wildlife Fund Use Snapchat To Raise Awareness Of Endangered Animals. PR Newswire. Retrieved from http://www.prnewswire.com/news-releases/grey-and-the-world-wildlife-fund-use-snapchat-to-raise-awareness-of-endangered-animals-255662491.html

Lenhart, Amanda. (2015) Teens, Social Media & Technology Overview 2015. Pew Research Center. Retrieved from: http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

World Wildlife Fund. (2014) World Wildlife Fund. Retrieved from: www.justforthis.com

The Webby Awards. (2015) The Webby Awards. Retrieved from: http://webbyawards.com/winners/2015/advertising-media/campaign-categories/social-media-campaigns/lastselfie/