2.10 / BRAND OPPORTUNITY FOR
EARTH HOUR & WWF
Earth Hour has become a massive opportunity
for WWF to build an ongoing supporter base
of followers at an international, regional and
national level.
When integrated with Earth Hour, many
country teams experience the biggest growth
to their sign-ups, social media page followers,
media mentions and funds raised.
In 2012 and 2013, WWF-Russia used
Earth Hour to garner signatures to achieve
legislative change for the environment. This
year, funds for conservation work for five key
species was raised through Earth Hour. Every
year, WWF-Russia has generated massive
signups through the exposure Earth Hour
brings to these issues, cementing a winning
formula for using the brand to further their
work in the country.
WWF-Indonesia embraced the open sourced
approach to the Earth Hour brand. They have
generated 1.5 million email signups while
ensuring local city teams can fundraise for
their own Earth Hour activities.
Post Earth Hour 2014 survey: Over 50% of
WWF country teams have said Earth Hour
is the most popular time of the year for
a spike in followers/engagement for their
WWF social media accounts
There is a unique opportunity for the Earth Hour
brand to be the unifying force within WWF offices
around the world. The movement is now at a
stage where WWF’s role is as important as ever.
Through strong integration of communications,
fundraising and conservation teams we can
harness the true potential of the crowd to make
bigger impact together.
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