Cannes Lions

#LASTSELFIE

41?29! , Istanbul / WORLD WILDLIFE FUND (WWF) / 2014

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Case Film

Overview

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Credits

Overview

Description

WWF wanted to promote their causes and raise awareness amongst Millenials while increasing donations to protect endangered animals. We used Snapchat, a photo messaging application which is “wildly” popular amongst teens. An image sent with Snapchat, when viewed, disappears in seconds, with no chance of being seen again. Just like the endangered animals the WWF protects. We subverted the selfie meme, creating #LastSelfie. Creative utilization of the emerging Snapchat mobile social platform, using native “timed message” functionality to highlight that time is running out for endangered species, while engaging millennials with the selfies phenomenon was the key to our campaign. When you follow WWF on Snapchat, you get sent a #LastSelfie, a 9 seconds fleeting picture from an endangered animal, telling you that this could be the last time you see it. Each image supported by call to action messages either sending an SMS donation or sharing the screenshot for creating awareness around it.

Execution

When you follow WWF on Snapchat, you get sent a #LastSelfie, a 9 seconds picture from an endangered animal, telling you that this could be the last time you see it. Since snapchat users has a habit of taking screenshots and sharing on social media, we even used this as a part of our message (‘’Better take a screenshot, this could be my #LastSelfie’’ says one of the images) Users can take action by sending an SMS to WWF, sharing the screenshot of the snap, or you can go to the WWF website and adopt an animal.

Outcome

Millenials got the message instantly! In the first few hours, thousands of people started sharing these messages, helping #LastSelfie go viral around the globe. Within the first 8 hours, there were 5,000 tweets being viewed on 6 million Twitter timelines. After just one week, 40,000 tweets hit 120 million twitter users, that means that over 50% of all active twitter users had seen this campaign. The #LastSelfie was picked up by major publications and websites like Fast Company, Adweek, Creativity Online, D&AD, Ads of the World, Reuters, NBC and many others around the world, with headlines in more than 6 languages. The campaign did more than just raised the awareness globally, acting as a donation mechanism which the WWF to collect its monthly target in just three days! As Fast Co Create said “Here's hoping it helps spark a new generation of engagement and not just another round of casual slacktivism.”

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