'#Last Selfie'
The last selfie was a social media marketing campaign launched by WWF (World Wildlife Foundation) via Snapchat in 2015. In a nutshell, Snapchat users worldwide were exposed to 'selfies' of endangered animals which only lasted 10 seconds (a key feature of Snapchat) to portray the limited time some endangered species had left.
#LastSelfie Campaign
As explained in the video above, the campaign was extremely successful, and saw extraordinary results almost immediately. This is due to a number of reasons.
WWF developed an optimal target audience for this campaign by targeting the operation in the direction of people with a genuine interest in certain matters. This was deemed successful, as over 40,000 people tweeted about the campaign, ultimately acting as a ripple effect for the campaign to keep moving forward until over 50% of Twitter users were exposed to the campaign.
Examples of #LastSelfies
WWF stated: 'The urgency to act and Snapchat’s dynamic were the perfect match to disseminate our message for species. The continuity of our conservation work is vital for success. Millennials are targeted for this campaign and that’s why we chose to use Snapchat, which is mostly used by them.'
Choosing Snapchat as the platform for this campaign was vital for a successful outcome for WWF. As they stated, their target audience were a segment of young people demographically which made Snapchat the most ideal platform for their campaign.
