Snapchat no longer stands as a platform of option when it comes to marketing to the youth. According to Comscore, 45% of Snapchat’s audience falls in the 18-24 age group, as opposed to 16%, 23% and 28% on Facebook, Instagram and Vine respectively.
WWF recognised this and came up with the #LastSelfie campaign on Snapchat to protect and raise donations for the endangered species.
WWF wanted to bring to the younger audience’s notice to the list of endangered species and their limited time on this planet.
Mode of Preservation
Snapchat’s USP is the dissolution of content where every photo disappears after 10 seconds of its presence. WWF used this very characteristic to help youngsters understand how the endangered species on this earth will soon phase off from the face of the earth, just like this photo on Snapchat.
They called these Snapchat shots, the #LastSelfie of these endangered species.
Each of these images referred to a call to action option – to share, adopt an animal or to donate via SMS.
Within a week the campaign moved onto Twitter where 40,000 tweets were talking on this subject across 120 million timelines. Half of the Twitter world was exposed to the #LastSelfie. This does not include the exposure across print publications in several languages. With this kind of worldwide awareness, WWF had their donation target sorted out for the entire month.
The videos below will reiterate, WWF’s strategic move on Snapchat