World Wildlife Fund (WWF)

Leveraging chat to enhance brand plus audience connection

For more than 60 years, the WWF has been dedicated to helping people and nature thrive. In this digital age, they recognized the need to step outside the box to continue fulfilling their mission. The team sought to foster a sense of community and engage with their audience in an efficient, authentic way. Their collaborative and innovative spirit made our partnership the perfect match. 

Elephants graze on the savanna

  • 14%

    view rate compared to 0.3% average

  • 7%

    conversion rate from chatbot to website

  • 50%

    of clicks to site converted to adoption

The challenge

The WWF team were looking for a way to increase user engagement and generate greater brand affinity. Many of their customer support queries were coming from people asking what animal they should adopt.

The approach

Merkle created a chatbot that asked a few simple questions to help users find the perfect animal to adopt based on their personality. The bot would then direct the customer to the animal’s adoption page. A Facebook click-to-message ad campaign amplified the bot by telling consumers how to use it to find a holiday gift for loved ones.

 

World Wildlife Fund

Quote
From creative concept, to build and roll out, the service Merkle provided was top quality. Being at the forefront of digital fundraising is really important for us at WWF-UK and we are always keen to challenge.
Author
Molly Marshall
Author Description
WWF Online Acquisition Manager

The outcome

The chatbot was successful in driving significantly more views than typical WWF campaigns and encouraged many users on the website to learn more about adopting animals and to complete the adoption process.