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How WWF used audience intelligence to deliver key messages to relevant stakeholders

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About WWF

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.
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The Challenge

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.

 

The Solution

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.

The Results

  1. Total Twitter impressions: 1.9 Million
  • #NewDealForNature: 5942 tweets*
  • #VoiceForThePlanet: 6826 tweets*
  • *Hashtag data from 17th -26th Sept 2019

  1. Best performing tweet
  • Impressions: 1,063,877
  1.  Ability to divide the influencers list into 5 categories:
  • Heads of State
  • Ministers of Environment
  • Celebrities
  • Business Leaders
  • Directors of CSOs
WWF case study

"One of the overarching challenges for an organisation such as ours is how to deliver real change. It is vital that we’re able to ensure the right message reaches the right audience at the right time. Whilst our brand helps us deliver cut-through in the public domain, reaching and engaging with high-level policy and decision-makers on platforms such as Twitter requires us to strategically segment and target audiences. Working with Audiense on our #NewDealForNature activity, we have been able to quickly and easily identify and reach influential audiences during key moments throughout the campaign. The campaigns we have run with Audiense through WWF’s @NatureDeal account, have improved our impressions and engagement rate, and directly contributed to a 12x increase in followers."

Joe dix

Joe Dix
Head of Digital, WWF International

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