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URL: www.wwf.org.uk/cerrado
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Key Industries:
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Agricultural
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Charities
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Food
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Key Sectors:
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Digital Marketing
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Social Media
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Video
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WWF
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WWF launched 'Save the Cerrado' integrated online campaign, created by Neo, that centres around a 60 second film which uses hand shadows to communicate both the urgency of the situation in the Cerrado and the simple action UK consumers can take to help save it by emailing their supermarket.
Neo was asked to create an online campaign to drive traffic to WWF site in order to encourage public to take action by emailing their supermarkets to ask them to stop buying products that are a result of deforestation from the Cerrado and other threatened regions, as well as creating brand awareness of WWFs global campaigns.
Strategy
Neo created an integrated digital campaign using a social video to communicate the urgency of the 'Save the Cerrado' campaign and to encourage UK consumers to take action.
This was supported by a social media campaign incorporating editorial content, network outreach, and blogger outreach to create buzz and encourage advocacy.
Execution
Online Social Video: Neo decided to create the social video using hand shadows - to convey a simple but effective message - use your hands to take action by sending an email.
The film was created entirely by hands with South American magician El Mago Serpico and New Zealand director, Kirk Hendry.
Matt Wood from Neo explains why they took this creative route: “It would have been much easier to make the film digitally, but we loved the authenticity and magic of creating the hand shadows for real using just one person’s hands. It was painstaking work for the cast and crew involved, but worth it”.
Social Media Campaign: Neo conducted online audience research to establish existing groups and communities to be targeted and created a cross-media strategy to incorporate offline and online activity surrounding the campaign and issue as a whole. Campaign motoring is a key component of the strategy to ensure it remains agile and engages active campaign advocates.
Results
The video has been played over 9000 times resulting in 2000 emails sent with a great conversion rate of 22%. The video has also been Facebook 'liked' 5000 times.
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