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How the WWF inspires global action with social media

Inside WWF: The social media strategy behind the world’s leading conservation organization

  • 59,618
    signups within first 2 months of #EndangeredEmoji campaign
  • 1.6M
    people encouraged to sign a petition to protect Virunga National Park
  • 560,000
    #EndangeredEmoji and WWF mentions at campaign launch

WWF International has a mission to build a future in which people live in harmony with nature. As the world’s leading independent conservation body, WWF runs many global initiatives that focus on regions and challenges where they make the biggest difference.

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Products used in this study

Hootsuite Insights Powered by Brandwatch
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The results

With security and collaborative workflow in place, WWF can more effectively support global social media efforts such as international social campaigns.

What's next

Increasing brand awareness with the #EndangeredEmoji campaign

For example, WWF used Hootsuite to launch their #EndangeredEmoji campaign. Their objectives were to increase brand awareness, engage with new audiences, and highlight endangered species. The campaign featured 17 animal emoji which were allocated to endangered species and accompanied by educational and protection information. To take part in the campaign, Twitter users simply retweet WWF’s #EndangeredEmoji image. Every time that user tweets an animal emoji thereafter, WWF tracks usage and adds a small monetary amount for an optional donation at the end of each month.

During the #EndangeredEmoji campaign, WWF:

  • Received 59,618 signups within the first two months of the campaign

  • Garnered global press coverage and influencer attention

  • Inspired similar campaigns from other nonprofit organizations 

Igniting public emotion for the Virunga campaign

In the Virunga campaign, WWF launched a multi-pronged campaign to stop a UK-based oil company from exploiting Virunga National Park in the Democratic Republic of Congo—and the rainforest home to mountain gorillas. WWF aimed to ignite public emotion enough to take action and sign a petition. Not only did they get the emotional response they were looking for, but after 1.6 million signed the petition, the campaign became backed by law and business ethics—protecting the World Heritage Site and habitat in the future.

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Hootsuite helps us ensure that WWF’s social media presence is always on-brand, secure, and according to our strategy. Together with Hootsuite Insights, we’re immediately notified if an action is required.
Adrian Cockle
Digital Innovation Manager

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