| Title | #LASTSELFIE |
| Brand | WWF DENMARK & WWF TURKEY |
| Product/Service | WWF |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
|
Entrant Company
|
41?29! Istanbul, TURKEY
|
|
Advertising Agency
|
41?29! Istanbul, TURKEY
|
Credits
| Charlotte Brix Andersen/Jonas Arboe Harild |
WWF Denmark |
Denmark Wwf Client Team |
| Ece Unver/Tugba Ugur |
WWF Turkey |
Turkey Wwf Client Team |
| Alemsah Ozturk |
41? 29! |
Head Of Agency |
| Guray Mert |
41? 29! |
Managing Director |
| Seren Koroglu |
41? 29! |
Creative Director |
| Ilyas Eralp |
41? 29! |
Creative Group Head |
| Alperen Altinoz/Ahmet Terzioglu |
41? 29! |
Creative Group |
| Jesper Hansen |
|
Denmark Communication Management |
| Elif Kavalci |
41? 29! |
Art Group Head |
| Muharrem Huner/Emir Anarat/Ercan Nailoglu |
41? 29! |
Art Directors |
| Gulsah Karasakal/Enis Kilic/Emir Anarat |
41? 29! |
Motion Graphics Designers |
| Alen Dursun |
41? 29! |
Front/End Developer |
| Asli Nur Erguzel |
41? 29! |
Project Manager |
| Eren Dursun |
41? 29! |
Technical Director |
| Onur Cengiz |
41? 29! |
Digital Communications Strategist |
| Erhan Cirak/Damla Tutuncu |
41? 29! |
Digital Communications Managers |
| Zeynep Bozok |
41? 29! |
Music And Sound Design |
| Thor Nielsen/Jesper Laumand |
|
Syndication Partner |
Results and Effectiveness
Within first 8 hours, there were 5,000 tweets being viewed on 6 million Twitter timelines. After 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 Fast Company, Adweek, Creativity Online, D&AD and others around the world, with headlines in more than 6 languages. The campaign did more than just raising the awareness globally, acting as a donation mechanism it helped WWF to collect its monthly target in just three days!
Creative 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 online, 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. We even used the timer of snapchat as a part of our message hence using the Snapchat platform’s features to the fullest. It started with Snapchat, followed by Twitter with hashtag #LastSelfie, following other mediums like facebook and Instagram.
Insights, Strategy and the Idea
WWF wanted to raise awareness amongst Millenials and increase donations to protect endangered animals. We knew that “Generation Y” spend their time in social media posting pictures of themselves and are hard to reach in traditional media. So how could we get young people to take action before these animals disappeared from the face of the earth? We needed to find the right medium and the right message, so 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’s running out for endangered species, while engaging millennials with the selfies phenomenon was the key to our campaign.