INFLUENCER MARKETING CAMPAIGN
WWF X CLARK

WWF_logo.svg_White.png
WWF
WAG

CONTEXT

We Act for Good (part of the WWF) launched an influence campaign with the agency Clark Influence to raise awareness among all generations of the importance of implementing
these small actions for the benefit of the planet.
If 87% of French people feel concerned
by environmental issues and are ready to change their habits (source: WWF)
, more and more influencers are willing to share their (small) actions to act daily. Through its in-depth articles, challenges and tutorials (recipes or do-it-yourself), WAG gradually leads users to a responsible consumption mode thanks to a personalised programme. There is no guilt, everyone advances at their own pace according to a system of levels and quests.

ANNOUNCER

We Act for Good (WAG) par le WWF

OBJECTIVES

Development of WAG's brand awareness. Acquisition and invitation to download the application

TARGET

Men/Women from
25 to 35 years old
in France

INFLUENCERS

7 influenceurs Environment committed Family / Mum Lifestyle and committed fashion

+55

Content creation

+xx

Total engagement

+306

Download's redirections

xx %

Engagement rate

STRATEGY

To enhance these actions, the Clark Influence agency is accompanying the NGO in 2022 with a team
of 7 ambassadors whose communities have between 20k and 130k followers each, such as
@erikafleuryofficiel, @jauraipumappelermarcel or @morgan_guillon. These committed influencers or those in transition will take up
the challenge of carrying out daily actions that are good for the planet (sorting your mailbox, becoming flexitarian,
making your own household products, dressing in an eco-responsible way).

Morgan

With 3 speeches each (3 sets of stories + 1 post) for 6 months, the talents present the application and their progress
in these daily quests.

 

Erika Fleury wants to involve her children more in this awareness-raising process to explain to them that "these small daily actions don't require much but can change a lot". In the next few weeks, she will be able to see how one of the many WAG tutorials can be put into practice. Louise brings WAG as a real solution to her subscribers who want
to consume better but don't know how to do it.

 

By inviting their communities to follow them in these eco-gestures, the influencers show how WAG can easily accompany them in a new, more eco-responsible life.

PHASE 1

App introduction and promotion of all services with a download link to invite followers to discover WAG.

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PHASE 2

Highlighting the "quests" tab that allows users to easily integrate eco-gestures in their daily routine.

PHASE 3

Achievement of a quest, DIY, or app's recipe.

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