World Wildlife Fund's "Last Selfie" Campaign

WWF Uses Snapchat to Target Millenials


  1. The World Wildlife Fund is the world's leading wildlife conservation organization. Operating in nearly 100 countries, the fund is supported by more than 6 million people worldwide.
  2. The Danish Branch of the World Wildlife Fund used Danish agency UncleGrey and Turkish agency 41?29! to implement their "#LastSelfie" campaign. The team decided to focus on Snapchat as the medium for their message because of the 'disappearing' aspect of the platform. The WWF wanted to express how quickly an endangered species can be wiped from the planet, Snapchat was the perfect platform to express this because Snapchat photos and videos 'disappear' after ten seconds. The concepts aligned so the campaign took off.
  3. The 2014 campaign featured photos of endangered species such as tigers, rhinos, pandas, orangutans, dolphins, and polar bears. Snapchat users were able to participate in the campaign by following the WWF accounts for Italy, Denmark, and Turkey. WWF would then randomly Snapchat followers #LastSelfie images.
  4. WWF then encouraged users to screenshot the selfies before they disappeared and post the images to Twitter with their quotes.
  5. The campaign was international in scope, originating in Turkey, but taking off in other countries as well including Italy, and Denmark. The campaign was originally launched April 9, 2014 but was extended through the week of April 14, because it generated more attention than WWF anticipated. It also became successful in online fundraising because so many people shared fundraising pages with the images.
  6. The campaign was mostly focused on Snapchat and Twitter but did receive some mentions on Facebook as well.
  7. As the campaign was implemented primarily in Denmark and Turkey, coverage of the campaign was picked up by local news and media outlets there.
  8. Conclusion: WWF's campaign was innovative and garnered a lot of media attention because it was one of the first international campaigns that relied on Snapchat to disseminate their message.
  9. It garnered a lot of attention from marketing news outlets celebrating the fact that WWF had been able to find a marketing use for Snapchat and their disappearing images.
  10. The campaign was also successful in targeting millennials as they are some of Snapchat's most consistent users. Some components of Diffusion of Innovations theory can be seen here as millennials are the early adopters of Snapchat as a platform.
  11. The campaign was also extended because it found great success in generating donations as fundraising pages were shared by WWF and their supporters. Some of the strengths WWF had in using Snapchat in this campaign were that they were really able to target millennials. Also, because it was one of the first major campaigns to use Snapchat, it gained more attention from outlets such as AD Week and other organizations that examine trends in marketing. Snapchat was also a great platform for this campaign because of the theme of disappearing and relating endangered species to disappearing selfies. Some weaknesses were that it wasn't really designed to raise anything other than awareness, but even so the popularity of the campaign still ended up raising money for WWF.
  12. Overall the campaign was a huge success and marked one of the first times that Snapchat was really used to bring global attention to an issue.
  13. Discussion Questions:
  14. 1. Do you think that WWF effectively used Snapchat?