Video Animation
Marketing Strategy | Integrated Campaigns | Media Planning & Buying | Analytics
The World Wildlife Fund engaged Commit Agency to develop a bilingual digital campaign focused on educating and encouraging a predominantly Hispanic audience to help stop the illegal online wildlife trade in an approachable, friendly and eye-catching way. We were excited to help WWF make the internet a safer place for wildlife.
With clear parameters and a focused target audience, Commit presented several campaign options for consideration. The standout winner was “Something’s Not Right Here…” This campaign visually represented how endangered species and their parts are showing up where they don’t belong. It did this in a way that was not off-putting to the audience, but instead educated them on common goods they may not be aware were made from endangered species. In addition, this direction invited them to ‘Know Before You Buy’ and easily directed them to a form submission to report suspected illegal wildlife sales online.
Our primary KPI was the measurable website traffic the campaign directed to the landing page, which garnered 16,214 visits from English language ads and 9,265 from Spanish. All platforms and languages beat platform benchmarks for click-through-rate and cost-per-click with the exception of the English Meta campaign, which still performed above internal WWF benchmarks. Different versions of the creative were heroes on different platforms, allowing Commit to optimize creative for each channel and efficiently manage the budget to allocate more funds to the highest-performing creatives, maximizing overall campaign effectiveness. More than 1/3 of landing page views originated from Spanish-speaking audiences and nearly 50% of button clicks and form submissions were driven by this demographic, indicating a higher conversion rate among Spanish speakers.
