Hong Kong powered down for an hour of darkness on March 23 as part of Earth Hour, a global initiative to raise awareness in protecting the environment.
In the lead-up to the event, WWF Hong Kong created an interactive map and rolled out a social media strategy that included using Facebook, Twitter, YouTube, Weibo, and Youku to encourage the public to support Earth Hour.
It also used Instagram, a visual social network, for the campaign this year.
However, Alastair Bullock, WWF Hong Kong head of communications, finds that visual sites such as Instagram and Pinterest are still very new networks and he has not seen enough success to be convinced.
Results for Instagram were OK, but weren't as encouraging as those on Facebook, Twitter, and Weibo, he notes.
Celebrity endorsements on YouTube also helped to really push the campaign forward.
Because of limited resources, there wasn't much blogger outreach and it's something he plans to do more next year.
The former digital exec for Cathay Pacific notes that there are more similarities in rolling out social media campaigns in the corporate world compared to the NGO (non-governmental organization) world.
But NGOs have a real advantage over brands when engaging people on social networks, as fans join because of a particular cause they really believe in and so organizations can have a really good impact there, he explains.
"The big thing is cultivating that engagement."
As the organization leveraged a number of social networks, how did it decide which ones to focus more resources on?
Bullock replies that it's all about "strategy and focus."
They have also used social analytics tool Meltwater to optimize and measure success on its social platforms.
Earth Hour 2013 Social Media Campaign
WWF developed an Earth Hour microsite that encouraged the public to pledge their support through signing up, pinning, and sharing via social media.
It targeted Mainland Chinese advocates via Sina Weibo and Youku.
Campaign period: Feb. 28 to April 8
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March 19, 2014