Global Twitter Campaign for WWF and Endangered Animals

Introduction

Emojis are more popular than ever. Recently, Twitter embedded the full emoji stack, which includes 65 designs for animals. Interestingly, 17 of these animals are endangered species.

In just a few months, these endangered animal emojis have been used about 100 million times on Twitter. WWF recognised this trend and made these emojis the heroes of their new fundraising campaign, “Endangered Emoji.”

The Campaign

The Twitter campaign encourages people to donate a small amount (£0.10/€0.10) every time they use one of the endangered emojis in a tweet.

One of our portfolio companies, Coherence, partnered with Wieden+Kennedy London to bring this innovative fundraising campaign to life for WWF. We were responsible for delivering a robust system consisting of three key applications:

• Stream App: This app monitors the Twitter stream to identify users subscribing or unsubscribing to the campaign. Ensuring continuous monitoring is crucial for the campaign’s accuracy and user engagement.
• Bill App: This app tracks the number of endangered emojis tweeted by each user and sends them a bill link when payment is due, streamlining the donation process.
• Web App: This app manages the campaign website, ensuring a seamless user experience and clear presentation of information.

Key Strengths

The project’s strength lies in the seamless integration and reliability of the system, ensuring that monitoring the Twitter stream is uninterrupted. This accuracy is essential for maintaining transparency and trust with users. As the campaign expands globally, maintaining this precision will be key to its continued success.

In just its first day, the #EndangeredEmoji campaign garnered more than 12,000 retweets, demonstrating its immediate impact and widespread engagement.

Learn More

For more details about the #EndangeredEmoji campaign, check out the following sources:

• AdWeek
• Wieden+Kennedy
• Little Black Book
• The Next Web
• Mashable
• Design Taxi

This campaign exemplifies how Cohaesus, in partnership with Wieden+Kennedy London, leveraged digital innovation to drive engagement and support for an important cause, blending social media trends with impactful fundraising efforts.