In China, majority of WWF’s supporters are corporations. The challenge was to engage China’s youth in a participatory action: to put wildlife’s fate into their hands.

The task is to increase WWF China’s web traffic and sign up, so more Chinese urbanites will get involved in the species protection program.

Our idea: Wildlife’s fate is in your hands. To make the issue tangible, we developed the world’s first mobile application where a virtual bear interacts with your environment, in real time.

1. ENGAGE VIRTUALLY. Point your phone anywhere and see how the bear struggles to cope outside its habitat.2. ENGAGE FOR REAL. The mobile app links directly to WWF China’s sign up page; and to your address book for easy viral sharing through SMS. Our cause is also spread via blog links, email, and social media.

The WWF campaign is 100% digital, with zero media spend.

We did Mobile Viral: SMS as our primary tool to spread awareness. In two weeks:i. 469 new member sign ups vs 200 two-week average ii. 534,574 unique visitors on website, 3.7 times increase vs same two-week period last year.iii. Downloads increasing daily. 1418 downloads on May 9th alone.iv. Over RMB114,000 worth of free media space from China online press alone.v. Featured on nationwide TV newscast, countless local & international press, blogs, and social media.

This is the most successful digital campaign of WWF China.

Sources: Webtrends, Media 360+

Our innovative mobile platform empowers individuals to change the fate of wildlife. It’s a fun and interactive experience that you’ll want to share with friends, and drives you to want to get involved with WWF.