WWF wanted to radically increase their market share and income from events fundraising. The problem we needed to solve was how to get a sports audience to choose WWF and to find a way for supporters to talk about their ‘reasons why’. This narrative is well understood with health-based charities, but often a harder sell for environmental and animal-based causes. The challenge was to develop a new creative platform to recruit third-party mass-participation fundraisers, knowing that the current platform was not compelling enough.
With our market insight and knowledge of mass-participant sports events we gathered insight to understand the audience and identify segments for third-party events.Our team then undertook remote ideation sessions with WWF to explore different creative platforms that could demonstrate the ‘reasons why’. Finally, a week-long qualitative process was used to test the three creative platforms, with iterations to messaging and imagery throughout the week.We developed clear, final strategic recommendations with a tested creative platform and defined supporter journey.