Reactive marketing with purpose: how one tweet lead to worldwide impact

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Nicola Gee, senior manager – digital engagement, WWF UK Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Government & Nonprofit

REACTIVE MARKETING WITH PURPOSE:
HOW ONE TWEET LEAD TO WORLDWIDE IMPACT

• 213K retweets
• 27.5 million Twitter timelines
ENGAGE
MENT

• 213K retweets
• 27.5 million Twitter timelines
ENGAGE
MENT
IMPA
CT• 100,000+ petition signatures
• £1.2million raised

26-Nov-196
• What we did
• Why it worked
• Lessons we learnt
AGEN
DA

26-Nov-197
• Species and habitat
• Climate change
• Sustainable food
WHY
WWF?

26-Nov-198
6
HOUR
S• News articles
• Influencer contact
• Thousands of messages

26-Nov-199
16
HOURS
• Project group
• Supporter actions
• Q&A prepared
• Media requests

26-Nov-1910
24
HOURS• Website updates
• Supporter email
• Supporter replies
• Digital advertising
• Reporting dashboard

26-Nov-1911
1
WEE
K
• Partnerships support
• Press advertisements
• Direct mail cash appeal
• WWF network appeals

26-Nov-1917
• Sign off
• Stand ups
WHY IT
WORKED

26-Nov-1918
• Sign off
• Stand ups
• Slack – no emails!
WHY IT
WORKED

26-Nov-1919
• Sign off
• Stand ups
• Slack – no emails!
• Sense of team
WHY IT
WORKED

26-Nov-1920
• Audience first
LESSONS
LEARNT

26-Nov-1921
• Audience first
• Informed risk
LESSONS
LEARNT

26-Nov-1922
• Audience first
• Informed risk
• Digital culture
LESSONS
LEARNT

The charity digital
conference
20 November 2019
London
#charitydigital
Sponsored by

Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk

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