Guerilla Marketing - A Powerful Tool To Build A Strong Brand Recall Value
"What we are doing to the forests of the world is but a mirror reflection of what we are doing to ourselves and to one another" Mahatma Gandhi.
Probably the above quote fits more than true in the COVID times as the way humans have ruthlessly killed the wild animals and destroyed forest in the same way nature also rewind human life. To sensitize people toward wildlife and environment preservation, organizations like World Wide Fund (WWF) for nature have been working since 1961.
WWF is the world's largest wildlife and nature conservation organization, with over 5 million supporters worldwide, working in more than 100 countries, and supporting around 3000 conservation and environmental projects. These numbers would have been easy to digest if I would have talked about World Wide Wrestling(WWE) but for the conservation of wildlife and nature, an organization needs to do something more. And that more, in this case, is coming up with a creative marketing strategy in order to get such a huge supporter worldwide.
The Panda logo which originated from a panda named Chi-Chi, an endangered species was an ideal candidate to become the logo of the WWF since 1958. The logo was strategically used to cross all sort of language & culture barriers and gave WWF a strong brand recall value.
Earth Hour A Game Changer Campaign
WWF's most successful event is Earth Hour which is held annually on last Saturday of March from 8:30 PM to 9:30 PM encouraging people to turn off non-essential electric lights. Back in 2012, WWF advertised a Blackout banner across Norway's top media sites targeting the tech-addicted generation. A single tap on the banner mobile screen goes black and finger swiping of the black screen reveals the Earth Hour Count down. Campaign positioning was to show that fighting climate change is easy. This campaign receives 10 million impressions and WWF won the MMA Global mobile marketing award in 2012.
WWF uses micro-influencers in order to reach a wider audience and increase the participation of people.