WWF RUSSIA AND SNOW LEOPARD ON SOCIAL MEDIA
We worked on this project for WWF Russia, a foundation dedicated to the conservation of snow leopard in Russia.

On the one hand, it was necessary to popularize the leopard, to make it the "star" on social media. On the other hand, to tell people about the problems of this rare species, to explain how WWF helps the leopard and where donations from supporters go.
TOGETHER WITH THE FOUNDATION, WE FORMULATED THE PROJECT'S OBJECTIVES IN TWO AREAS:

POPULARIZATION
Metrics of increasing external and internal social media reach

EDUCATION AND EXPERTISE
Metrics of increasing user engagement on social media
WHAT WE HAVE DONE ↓
A SET OF PHOTO AND VIDEO FACTS ABOUT THE SNOW LEOPARD
We chose visual materials which were supposed to be the most popular. All photos and videos were picked from Russian and international foundation bases.

We wrote facts about leopards in the social media language, involving subscribers in the dialogue. The information itself was taken from interviews with experts, and little-known facts were told.
CREATED A SERIES ABOUT THE KEEPERS OF THE LEOPARD
The series is a storytelling for social media, divided into several parts. With the help of artistic techniques we immersed readers in the problem, told them what WWF does and how they can help.

In this story, we showed how changing attitudes can make a difference and motivate people to follow suit.
Showed WWF subscribers snow leopard through the eyes of those who saw them.

We interviewed experts on the study of snow leopards: WWF employees and rangers of nature reserves.

We introduced our subscribers to the field life of nature conservators. Made a series of posts based on the interviews and photo reports.
HELD A COMPETITION FOR SUBSCRIBERS TO CHOOSE A NAME FOR TWO LITTLE CUBS
We gave subscribers of 4 social media (Instagram, VKontakte, Facebook, Odnoklassniki) the opportunity to feel involved in the fate of rare species.
CREATED A WEB PAGE "ONLINE TEST ABOUT THE SNOW LEOPARD’S LIFE"
This test contained questions, the answers to which subscribers can get from other content materials of the project. This way, we were sending people on a new round of content consumption that had already come out before.
PROJECT RESULTS:

1. INCREASED INTERNAL REACH AND ENGAGEMENT AMONG SUBSCRIBERS OF THE WWF PAGES
Average engagement on Instagram — 4.14% (3 times higher than the 2019 average engagement of other posts on WWF pages)

Average engagement on Facebook — 0.32% (6 times higher than the 2019 average engagement of other posts on WWF pages)

Average engagement on VK — 0.13% (3 times higher than the average engagement of other posts on WWF pages in 2019)


2. REACHED THE INSTAGRAM TOP

According to the results of 2019, the top 9 posts of WWF Russia’s Instagram page included 4 project posts. Snow leopard is the most popular insta hero of WWF.


3. DEEPLY ELABORATED QUESTIONS FROM SUBSCRIBERS

The answers in the comments under the posts and stories were given by nature conservation experts.


4. THE NEWS THAT WWF SUBSCRIBERS CHOSE NAMES FOR THE CUBS WAS PUBLISHED IN RIA NOVOSTI
CONTACTS
Georgia (to be announced)
Israel (to be announced)
OTHER PROJECTS
На странице использованы фото: Sanjog Rai WWF, Klein & Hubert WWF, National Geographic Stock Steve Winter.
© Les Agency
© Les Agency
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