WWFs social media campaign really caught my eye this year, and is possibly one of my favourite online campaigns of 2014. In order to gain interest from a younger consumer base, the charity incorporated SnapChat's countdown setting to produce a series of "#LastSelfies". The images captured endangered species on a ten second countdown. This was a metaphor for the quickly diminishing numbers of the species, and encouraged twitter users to donate quickly, to stop this from being the animals "#LastSelfie".
From the image, users had the ability to share, donate or adopt an animal before the ten second countdown ran out. The campaign, launched in April, hit 40,000 tweets in it's first week and was shown on 120 million timelines, meaning that half of all active Twitter users were exposed to a #LastSelfie. Further to this, there were headlines of the campaign in over 6 languages, making the campaign more relevant and successful than WWF initially planned. This in turn meant that in just three days, WWF reached their target donation for the whole month.
Not only did the campaign raise money for a great cause, it also took advantage of a new social media craze to develop a younger and arguably more accessible target market for the charity.