WWF
Teaching biodiversity to a billion people, one social post at a time
Objective
WWF appointed Tug as global social media lead to help with their stated aim to educate 1 billion people about biodiversity by 2020. With their messaging led at the country level by appeals for donations, WWF needed one agency and one global voice on social to streamline communications and educate the international community.
Solution
- Tug aligned tracking, data and technology and setup a hybrid agency/client delivery process across WWF’s global Facebook, Twitter and Instagram channels to ensure timeliness and consistency of voice.
- Collaborative editorial meetings create a monthly content calendar and core theme so that a ‘golden thread’ can be created across all social posts. To improve engagement, key monthly topics are expanded into a trio of posts across channels, to test creative, increase frequency and capture a larger audience.
- Splitting management across our international offices we deliver 24/7 monitoring and posting, to improve real-time engagement.
- The paid media team deliver further reach through social advertising around key campaigns, as well as amplification through the global charity PPC account.
Solution
- Tug aligned tracking, data and technology and setup a hybrid agency/client delivery process across WWF’s global Facebook, Twitter and Instagram channels to ensure timeliness and consistency of voice.
- Collaborative editorial meetings create a monthly content calendar and core theme so that a ‘golden thread’ can be created across all social posts. To improve engagement, key monthly topics are expanded into a trio of posts across channels, to test creative, increase frequency and capture a larger audience.
- Splitting management across our international offices we deliver 24/7 monitoring and posting, to improve real-time engagement.
- The paid media team deliver further reach through social advertising around key campaigns, as well as amplification through the global charity PPC account.
Results
Living Planet Report post regrammed by celebrity environmental influencer Leonardo Di Caprio, gaining nearly 600k likes
3x higher engagement than the average industry rate
+70K new followers per month on Instagram
Won Digiday Best Social Good Campaign 2019 for the Stop Plastic Pollution campaign.
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