The World Wildlife Fund Turns Instagram Wanderlust into Environmental Awareness

Influencer marketing has become a hot trend in social media. And with more than 800 million active users on Instagram, influencers can truly amplify a message and deliver real results for brands, especially amongst social media savvy Gen Z and Millennial audiences. Leveraging the popular platform, the World Wildlife Fund (WWF) launched a simple, eye-opening campaign to showcase the effects of environmental destruction. 

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Playing off the popular #Latergram hashtag, the WWF partnered with nine travel influencers to launch its own #TooLatergram campaign. The influencers posted beautiful images of the WWF’s Priority Places and received hundreds of comments from users saying they’d like to visit the location. As viewers swiped through the carousel feature they saw the current state of these landscapes which have been affected by pollution, clear cutting and climate change. The captions under the images read: “Unfortunately, you won’t be able to visit this place anymore. #TooLatergram But there are still places that need our help to be saved.” Instagrammers all over the world participated in the conversation without any need for translation, sharing and liking the posts countless times and showcasing the power of the simple campaign format that reaches audiences where they already spend time.

Although the effects of climate change and environmental destruction have already been covered in traditional media, using Instagram allowed WWF to share its message with a new audience on a platform they prefer. With 81 percent of Gen Z believing they can have an impact on social or environmental issues by using social media, brands should consider leveraging the platforms where this group of digital native consumers spends time to actively engage them around CSR efforts.