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

We did Mobile Viral: SMS as our primary tool to spread awareness. Only two weeks after launch:i. Over RMB114,000 worth of free media space from China online press alone.

ii. Featured on TV newscast nationwide, international news such as The Strait Times and Channel News Asia, countless local and international publications, blogs, forums and social media.

iii. As a result, WWF Xiao Xiong (the nickname fondly given by bloggers) became popular in China search engines Baidu, Soso, Sogou, and Google.

This is the most successful digital campaign of WWF China. WWF offices globally are under talks to launch this in their respective countries.

Only 2 weeks immediately following the launch, WWF China website traffic and sign ups rose dramatically:i. Unique Visitors increased by over 3.7 times534,574 Unique visitors compared to the same two-week period in 2008ii. The number of sign ups online increased by over 2.3 times469 new members vs 200 two-week average iii. Downloads of the WWF mobile application have been increasing daily.1418 downloads on May 9th alone.Sources: Webtrends, Media 360+

1. INVITE. Download the mobile software through online banners, email, SMS, seeded social media, and word of mouth.

2. ENGAGE. A virtual bear appears on your phone screen. Point your camera anywhere and see the bear striving to survive new, “strange” environment: Such as bumping into walls, tripping down stairs and running away from moving objects.A message appears, “Wildlife’s fate is in your hands. Protect its natural habitat.”3. ACT. The mobile app takes you straight to WWF China’s sign up page. It also links to your address book for easy viral sharing via SMS.