By Natalie Mortimer

The objectives were to increase brand awareness of WWF in key parts of the world and to take its conservation work to a younger audience. Although fundraising was “very much front and centre” in the messaging, WWF viewed it as “an innovation-based campaign” that tested out fundraising on the social platform for the first time.

Speaking on a webinar hosted by Hootsuite, Adrian Cockle, digital innovation manager at WWF International, said the campaign, which saw the charity swap out its panda logo for an emoji panda caused “some controversy” inside WWF, but the team was keen to push through to create Read full story ›

Source: The Drum