#LastSelfie
In a way Snapchat is a mirror of real life. The images you see are transient, fleeting, and gone too soon. They are unique, instant and yet only live for ten seconds.
Our selfies are the same, not just because they are delivered over Snapchat, but because these are the selfies of endangered species. Their plight heightened by the fact that before your eyes they simply disappear…as they will do in real life if we don’t take action.
We subverted the selfie meme. These are the #LastSelfies:
How #LastSelfie Works
#LastSelfie is the creative utilization of the emerging Snapchat mobile social platform. The key to our campaign is using native "timed message" functionality to highlight that time is running out for endangered species while engaging millennials with the selfies phenomenon. Before disappearing, the image asked for help by sharing, adopting an animal, or donating through SMS.
WWF Snapchat followers got a #LastSelfie
Users needed to take a screen capture of the image before the image dissapeared after the countdown
The captured image was shared amongst the user’s personal social networks, like Snapchat, Twitter, Instagram and Facebook
#LastSelfie’s Impact
WWF Snapchat accounts became an active awareness & donation channel. After one week, 40,000 tweets hit 120 million twitter timelines meaning 50% of all active twitter users were exposed to it. With headlines in more than 6 languages #LastSelfie raised global awareness and in just three days WWF reached their donation target for the entire month.
POSTED BY
40,000
TWITTER USERS IN ONE WEEK
SEEN BY
120 MILLION
TWITTER USERS IN ONE WEEK
WHICH IS
50%
OF ALL ACTIVE TWITTER USERS
IT TOOK
3 DAYS
TO REACH THE MONTHLY TARGET
Reactions to #LastSelfie
"Selfies just got real."
"You may have nothing but time to procrastinate sending selfies, but these animals don’t..."
"Here's hoping it helps spark a new generation of engagement and not just another round of casual slacktivism."
"Bravo! Finally a marketing idea for #Snapchat that actually makes sense on Snapchat"
@MartinGagnier
"A @Snapchat campaign we can all get behind"
@mindbendersMKE
"Love when medium = message"
@derekblais
"WWF’s #LastSelfie Reaches Millenials, Underscores Snapchat Constraints"
@robertdanston
"The most contextually relevant branded use of @Snapchat I’ve seen"
@sosticky
"@World_Wildlife’s #LastSelfie campaign is putting Snapchat to good use for a good cause"
@emilyissocial