Adaptive Acquisition Campaign

We partnered with WWF's Legacy Department to carry out an innovative digital campaign between May and June 2021. Our approach combined non-linear digital targeting and adaptive campaign management to minimise the cost per lead, maximise cost-effective conversions, and generate valuable insights on motivating their audience segments.

We crafted 60 unique pieces of content and designed 14 targeting sets. Throughout this process, we explored the five components of the WWF Legacy Proposition, 22 types of narratives related to WWF's work and the natural world, as well as a wide array of emotional framings and formats.

During the campaign, we discovered specific threats that significantly motivated legacy actions among the target demographic – the Baby Boomers. We also identified the WWF projects that particularly resonated with this group, along with the emotional framings and journeys that consistently encouraged action. Additionally, we successfully debunked several key misconceptions about Baby Boomers' attitudes towards environmental action and conservation.