WWF Ece Erman Hürrem Sultan Atay

1. See The
World
Through
Their Eyes
Ece Erman
Hürrem Sultan Atay

2. People, out of goodwill, tend to leave
their extra food for wild animals to eat
without knowing this is bad for the
animals
Raising awareness that eventually leads
them to stop
Feeling sorry for the animals
Bonding with animals
‘Wasting food is bad, might as well feed
the animals’
‘There are starving kids in Africa’
This instinctively became
our cultural behavior
problem
challenge
objective
We don’t KNOW it’s bad!

3. Roots of this cultural behavior start from empathy
They feel sorry for the animals because they think about how they would feel if they were hungry themselves
this empathy can turn into
our advantage
to make people
see through the animal’s eyes
feel through the animal’s hearts
experience their perspective
a different kind of empathy
insight

4. target audience
(might) have a family
spends time w/ loved ones
needs to take a breather
doesn’t have time for long vacations
likes to escape the city for a day – to
national parks or wetlands
respects nature
likes to relax
loves animals
takes photos

5. touch points
watching
animal
videos
researches
parks &
nature
funny & cute
interesting
documentary
where
how to go
place to relax
nature photographysocializing
meeting friends
social media
jogging, hiking & trekking
event&festivals
nature
activities
picnic

6. communication strategy
strong targeting
awareness
through
virtual
experience
360°video
big idea
Targeting through;
Content they like
Location
Daypart
Designed to give our key message of
‘don’t feed the wild animals’ via the
virtual experience of seeing through
the eyes of the animals in the
beatiful scenery of the national parks
see with their eyes
feel with their hearts
empathy

7. 3 videos through the lens of 3
different wildlife animals that meet
different people who try to feed
them & who warn against it
YouTube 360° Video Programmatic Targeting
Content – targeting their interests
Location – targeting national parks
Daypart – afternoon
Youtube Trueview
Gorgeous scenery & nature
Pop-up messages in the video about
why it’s not OK to feed them
Relaxing ambient sounds
execution

8. Result and measurement
15-Day Campaign
Budget: 200.000
Trueview
Users around national
parks who watched our
video
500K
Users through related
content targeting
1M
Engagement* of
WWF’s post of the
video
1K Share
*Engagement: comment & share
5K Like
Facebook Sponsored
1,5M View
6K Engagement

9. thank you