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#UseYourPower: WWF Singapore Goes Digital to Boost Pledges for Earth Hour

  |  March 6, 2014   |  Comments   |  

The World Wide Fund for Nature (WWF) Singapore rolls out its largest digital campaign for global environmental event Earth Hour, including a partnership with the cast of the upcoming film "The Amazing Spider-Man 2."

World Wide Fund for Nature (WWF) Singapore has unveiled its biggest digital activation in the lead-up to global environmental event Earth Hour on March 29, to inspire ordinary folks to become superheroes for the planet.

The superhero theme aligns with WWF’s appointment of Spiderman as its first superhero ambassador for Earth Hour this year.

Because of Singapore’s massive carbon footprint and urban consumption, the non-governmental organization (NGO) has leveraged heavily on digital platforms to engage people to pledge and commit to four key actions on a local level.

These include getting people to pledge on its microsite and Facebook app to use fewer plastic bags, turn air-conditioning up by one degree, switch to LED lighting, and take shorter showers. The NGO is expecting to collect more than 20,000 pledges from the campaign.

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To track participation and response in real-time, WWF Singapore has partnered with visualization start-up Dplay Lab to gather conversations and pledges from its microsite as well as Twitter, Instagram, and Facebook Insights using its Timescape tool.

Sourav Roy, head of communications for WWF Singapore, tells ClickZ in a phone interview that it is the only NGO that has commercially engaged the start-up to track how people are reacting to its messaging and campaign online.

For example, Dplay Lab will be able to extract and collate localization data from social networks including social analytics firms such as KissMetrics and Socialbakers to find out how many people have pledged their support in a specific neighborhood in the city-state.

Roy has not yet decided if he’s going to expose the data visualization to the public, but he intends to use the tool for future monetization and fundraising activities for the NGO.

WWF Singapore will also work with Xaxis, WPP’s agency trading desk, for its online activities such as targeted advertising and outreach through Facebook, he adds.

An Instagram contest for students between 7 and 17 years old was also rolled out in February, asking these youths to submit images of how they are taking action to save the Earth.

Five top winners will be chosen to meet the Spiderman cast, including Andrew Garfield, Emma Stone, and Jamie Foxx, when they come to Singapore to grace the global lights-off event in Marina Bay during Earth Hour.

The contest will be tracked through the following hashtag submissions -#earthhourheroSG, #useyourpowerSG, and #spiderman.

Additionally, Yahoo Singapore has teamed up with the NGO to produce content that would help drive call-to-action and traffic to the campaign site.

Meanwhile, the global team made up of 15 executives based out of Singapore has launched Earth Hour Blue, a crowdfunded and crowdsourced project to support initiatives worldwide.

Earth Hour is said to be the largest global environmental campaign that runs in more than 154 countries and 7,000 cities.

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ABOUT THE AUTHOR

Adaline Lau

Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.

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