For the Vodafone x WWF partnership, we embarked on a mission to ignite awareness and action. The project centered around designing a dynamic social boost campaign for paid social channels, highlighting the joint ambition of collecting
1 million phones. For every phone collected, Vodafone committed to donating to the WWF campaign. The dynamic assets were not just to inform, but to galvanise consumers into becoming an integral part of this impactful initiative.
1 million phones. For every phone collected, Vodafone committed to donating to the WWF campaign. The dynamic assets were not just to inform, but to galvanise consumers into becoming an integral part of this impactful initiative.
The insight
The WWF x Vodafone partnership was launched half a year ago, establishing a robust foundation with a 5% global brand association. The extent of its execution varies across markets. While some regions have merely announced the partnership, others have seamlessly integrated it into their ongoing trade-in campaigns. As a result, the assets we produce must possess the versatility to function both independently and in harmony with existing campaigns, allowing markets to incorporate them as and when it suits their strategies. The initial assets from our partnership launch, comprising static visuals and a 2-minute video, have now become obsolete and no longer serve our evolving needs.
The advice
To enhance our digital footprint and resonance, our objective is to devise a suite of video assets tailored explicitly for paid social channels. These will be provided to various markets, complemented by the support of Meta credits. As we anticipate a significant campaign highlight or "Big Shout" moment in the forthcoming six months, this mini-campaign should be strategically leveraged to underscore the benefits of our partnership both in terms of brand metrics and trade-in consideration. Given that a significant 85% of our global Meta allocation is dedicated to four principal formats and channels, it's crucial to customise our content to fit these mediums. Furthermore, to ensure sustained viewer engagement and to counteract creative stagnation, we're open to devising multiple variations for each format.
The approach
Embracing technological advancements, we've integrated AI into our ideation process, fostering collaborative and innovative solutions. Additionally, by employing AI tools, we've streamlined the creation of assets, ensuring both efficiency and precision in delivering our campaign's vision.