In 2014, the World Wildlife Fund decided to kickstart a social media campaign to take advantage of the transitory nature of Snapchat to raise awareness for endangered animals.

Instead of sharing exciting photos as normally shared by users of Snapchat, the WWF shared photos of five different endangered animals with a simple, but solemn message stating, “Don’t let this be my #LastSelfie.”

The intent of these grim ads was to reached by creating the shocking, but realistic message of the risk to these animals.  According to the official campaign YouTube video, “In a way Snapchat is a mirror of real life. The images you see are transient, instant, unique, yet only live for a few seconds. Just like these endangered animals.”

Once the Snapchat was viewed, users were given the opportunity to support the cause by sharing the message with friends, adopting an animal, or donating through SMS.

The impact of this campaign was significant:

  • 40K posts by Twitter users in one week
  • 120M Twitter views one one week
  • Viewed by 50% of all active Twitter users
  • Reached WWF donation target for an entire month in just three days

This campaign exemplifies how social media can be used to spread awareness for causes, not just as an avenue to improve business performance.  With all the examples I have shared so far it is becoming clear how important social media marketing can be for causes, companies, governments and politicians.

As an individuals, how do you feel about this campaign?  Do you think campaigns without an upbeat message are successful on social media?  What would you do to improve the message?

Share your thoughts in the comments below!

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