INFLUENCER MARKETING CAMPAIGN
WWF X CLARK

WWF_logo.svg_White.png
WWF
WAG

CONTEXT

We Act for Good (a WWF entity) has launched an influence campaign with Clark Influence to raise awareness across all generations on the importance of small gestures that benefit 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 how they are making an impact on a daily basis.
Through in-depth articles, challenges, and tutorials (recipes or do-it-yourself), WAG progressively leads the user towards changing their consumption patterns. Through a personalized program, each user is able to contribute to the development of a new way of thinking about the environment. Shamelessly, each user is able to progress at their own pace, using a system of levels and quests.

ADVERTISER

We Act for Good (WAG), a WWF entity 

OBJECTIVES

Development of WAG's brand awareness. Drive conversion on app downloads.

TARGET

French Men/Women aged 25-35 years old.

INFLUENCERS

7 influencers with interests in environment, family, lifestyle, and fashion

+148

Contents Created 

+408 K

Engagements

+754

Downloads

7,76 %

Engagement rate

STRATEGY

To promote responsible consumption, Clark Influence has been collaborating with a team of
7 ambassadors whose communities have between 20k and 130k followers each, such as

@erikafleuryofficiel, @jauraipumappelermarcel, or @morgan_guillon. These influencers
are either already deeply committed to the cause, or in transition and have been challenged to carry out daily actions that are in favor of the planet (sorting out their mailboxes, becoming flexitarian, making their own household products, dressing in an eco-responsible way). 

Morgan

Influencers talked about the cause on their social platforms three times each in a 6-months period.

They introduced the app and showcased their progress in their daily quests.

 

As an example, Erika Fleury wished to involve her children more in this process to explain that "these small daily actions do not require much but can change a lot". In the weeks following, she was able to discover the implementation of one of the many WAG tutorials.

Louise presents WAG as a concrete solution to her subscribers who wish to consume better but don't know how to do it.

By inviting their communities to follow them in these eco-gestures, the influencers demonstrate how WAG can easily support 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

A highlight on 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.