WWF wanted to promote their causes and raise awareness amongst Millenials while increasing donations to protect endangered animals.

We used Snapchat, a photo messaging application which is “wildly” popular amongst teens. An image sent with Snapchat, when viewed, disappears in seconds, with no chance of being seen again. Just like the endangered animals the WWF protects. We subverted the selfie meme, creating #LastSelfie.

Creative utilization of the emerging Snapchat mobile social platform, using native “timed message” functionality to highlight that time is running out for endangered species, while engaging millennials with the selfies phenomenon was the key to our campaign.

When you follow WWF on Snapchat, you get sent a #LastSelfie, a 9 seconds fleeting picture from an endangered animal, telling you that this could be the last time you see it. Each image supported by call to action messages either sending an SMS donation or sharing the screenshot for creating awareness around it.

Within the first 8 hours, there were 5,000 tweets being viewed on 6 million Twitter timelines. After just one week, 40,000 tweets hit 120 million twitter users, that means that over 50% of all active twitter users had seen this campaign. The #LastSelfie was picked up by Fast Company, Adweek, Creativity Online, Reuters and many others around the world, with headlines in more than 6 languages. The campaign did more than just raised the awareness globally, acting as a donation mechanism which the WWF to collect its monthly target in just three days!

In the first few hours, thousands of people started sharing these messages, helping #LastSelfie go viral around the globe. Within the first 8 hours, there were 5,000 tweets being viewed on 6 million Twitter timelines. After just one week, 40,000 tweets hit 120 million twitter users, that means that over 50% of all active twitter users had seen this campaign.

The campaign started with the Turkish WWF account. Then on the second day – as planned – it moves to the Denmark market as well. During the first week, after getting attention from users and media, other WWF offices start sharing the images through their social media channels becoming part of the campaign.

It was adapted by 3 other WWF offices during the campaign. The #LastSelfie was picked up by Fast Company, Adweek, Creativity Online, Reuters, NBC and many others around the world, with headlines in more than 6 languages.

#LastSelfie campaign reached 120 million twitter timelines in just one week.

Campaign shared by more than 6 different languages in social media with more than 40.000 tweets.

The #LastSelfie was picked up by Fast Company, Adweek, Creativity Online, Reuters, NBC and many others around the world.

Even Snapchat's twitter account retweeted the campaign.

WWF collected it’s monthly funding target in just first 3 days of the campaign.