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.
With clear parameters and a focused target audience, Commit developed a bilingual campaign called “Something’s Not Right Here,” which 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 six-week campaign directed to the landing page, which garnered more than 16,000 visits from English language ads and more than 9,000 from Spanish. 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.
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