Partnering with W&K and Twitter, we developed WWF’s famous #EndangeredEmoji campaign.
The first of its kind and as a result achieved amazing exposure with more than 12,000 retweets, in its first Day
How it worked
#EndangeredEmoji was the world’s first emoji-based fundraising campaign. The idea was sparked by the discovery that no fewer than 17 emoji animals represent endangered species. The campaign was run entirely within Twitter, where hundreds of millions of emoji have been used since they were integrated into the platform.
This is how it worked:
WWF tweeted a key image showing all 17 #EndangeredEmoji. People had to retweet the image to sign up, ensuring that it would be shared widely.
WWF then tracked their tweets and added 10 pence as an optional donation each time the emoji was used.
At the end of the month, WWF tweeted people a link to their optional donation, generated by the total number of tweets in which they used the emoji. The amount they then chose to pay was up to them.
WWF TURNS TWEETS INTO DONATIONS WITH PIONEERING #ENDANGEREDEMOJI SOCIAL CAMPAIGN