Our campaign paired Russia’s endangered species with another dying breed: 404 ‘Page Not Found’ error messages. Users who visited bad links on Odnoklassniki (Russian social networking site) would see an image of an endangered specie with a message that the animal was in danger of “not existing.”

Over 680,000 unique users each month find our 404 pages on Odnoklassniki. Of those, roughly 70,000 people have visited the WWF group and 35,000 people have registered to join their group. We’ve seen an uptick in donations, compared to other campaigns. 0.42% of people who click through to the WWF site (from the 404 pages) make a donation. This is nearly 3X the average conversion for WWF, which is usually around 0.15%. Our idea also resulted in 50+ mentions in global media. We estimate that over 40M have seen our project and message. All for $0 cost to WWF Russia.