the client

World Wildlife Fund is the world’s leading conservation organization that works in 100 countries and is supported by more than one million members in the United States and close to five million globally. WWF’s unique way of working combines global reach with a foundation in science, involves action at every level from local to global, and ensures the delivery of innovative solutions that meet the needs of both people and nature.

01. The Request

Tigers are on the verge of extinction (3,900 tigers left) mostly because of poaching, habitat loss or conflict with human. In response, WWF has developed an adoption program to raise funds dedicated to saving this specie.

DIGITAG was tasked to promote the WWF symbolic tiger adoption program via a multi-channel advertising campaign that had two goals: on the one hand, create aware ness around WWF actions and on the other hand, increase the amount of monthly donations

02. Our Response

  • Through impactful and informative visuals, DIGITAG created several Facebook campaigns directed to WWF’s large database as well as potential future donors. The creative campaigns put forward the extinction of the tiger as imminent unless collective action was taken.
  • The ads redirected to the cornerstone of our campaign, a landing page designed to collect direct donations as
    well as email addresses.
  • The Facebook Ads were supported by a display campaign on Adwords for which we designed a series of poignant banners. In addition, we launched three emailings to WWF’s database, in order to reactivate existing donors and stimulate the long term adoption of tigers.

03. The results

Within a month of multi-channel advertising campaigns, the “Adopt a Tiger” campaign reached 393.964 people in Belgium and saw 233 tigers get adopted. Overall, the cost per adoption averaged 73€. The greatest challenge of the campaign – which was thoroughly taken into account when building the campaign strategy – was to engage audiences to give monthly donations instead of one-shot donations. Thanks to data analysis and manual optimizations, the Facebook retargeting campaign allowed us to have our CPA go from 79€ to 57€.

The campaign raised a lot of attention in and outside of WWF’s community, as the fundraising landing page had more than 71,000 sessions during that period of time. Based on the breakdown of the Google Analytics’ shopping funnel, the emailings brought 202 checkouts, meaning a 11,2% conversion rate and 69 transactions.

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