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For 50 years the famous panda logo has been one of the most recognised and respected symbols of conservation and environmental protection. The WWF (World Wildlife Fund) is the world’s leading independent conservation organisation, working in more than 100 countries. An organisation that really makes a difference, but one that is also challenging, constructive and science-based, that addresses issues from the survival of species and habitats to climate change, sustainable business and environmental education. Its aim is to create solutions to the most important environmental challenges facing the planet so that people and nature can thrive.

The Brief

The World Wildlife Fund asked us to help drive sign up for Earth Hour via Facebook. They aimed to:

  • Raise awareness of Earth Hour in Wales

  • Increase numbers of those taking part

  • Encourage those taking part to undertake a secondary action for further engagement

  • Help people develop a positive feeling towards the WWF, motivating them to engage at a deeper level

What We Did

We designed and created a Facebook data application that attempted to tie together Earth Hour with The Six Nations Rugby tournament – two events that were taking place in the same time frame. We allowed users to sign up via the app and they were then subsequently entered into a ticket giveaway competition for one of the Six Nations game. WWF could then use this data to email the participants nearer the time and remind them to turn their lights out for Earth Hour (31st March 8.30pm)

Designs

Results

  • 400% increase in Earth Hour registrations

  • Email data capture

  • 1100 #lightsoutwales tweets