How WWF used audience intelligence to deliver key messages to relevant stakeholders
For nearly 60 years, WWF has worked to help people and nature thrive. As the world’s leading conservation organization, WWF works in more than 100 countries. At every level, the organization collaborates with people around the world to develop and deliver innovative solutions that protect communities, wildlife, and the places in which they live.
During the United Nations General Assembly in September 2019, WWF wanted to encourage world leaders attending the #UNGA74 to publicly address the emergency around nature loss and acknowledge that bold action is needed to tackle nature loss, thus promoting greater awareness on securing a #NewDealForNature & People. The main challenge was to target the relevant key messages to the right audiences while making this high-level policy meeting relevant to a mass audience and decision-makers.
During the #UNGA74, WWF had a series of high-level events to engage external partners, in which Audiense Insights played a crucial role in identifying key audiences in these events. This enabled the organization to target creative assets such as videos and different key messages to relevant profiles and influencers, and effectively raise awareness of the goal of creating a #NewDealForNature & People.
WWF also used Audiense Connect to create tailored audiences on Twitter to target relevant key messages and call to actions for different audience sets through Twitter Ads. The organization monitored the social conversations around #UNGA74 and #NewDealForNature & People, as well as what content performed well.
- Total Twitter impressions: 1.9 Million
- #NewDealForNature: 5942 tweets*
- #VoiceForThePlanet: 6826 tweets*
- *Hashtag data from 17th -26th Sept 2019
- Impressions: 1,063,877
- Ability to divide the influencers list into 5 categories:
- Heads of State
- Ministers of Environment
- Business Leaders
- Directors of CSOs