To promote the launch of WWF’s Earth Hour 2019, we launched a photo sharing social media campaign to help get #Connect2Earth trending worldwide.

Our mission was to:

  • Incentivise young people to share and celebrate the natural world around them.

  • Promote #Connect2Earth and offer bitesize info on how to get involved in the event.

  • Use the organic network effect of our participants to boost impressions and multiply reach.


The campaign

We produced and edited a launch video featuring BBC / Nat Geo nature presenter Vianet Djenguet, asking people to get involved.

We asked Vianet Djenguet (nature cameraman and presenter for the BBC / National Geographic) to front our launch video which we promoted through our Kindly.com platform.

The challenge was to use Instagram to spread the word about WWF’s Earth Hour 2019.

Participants were tasked with uploading a photo using #Connect2Earth to celebrate the natural world near them, using the caption to describe what makes that place so special.

A selection of lucky entrants were awarded with sustainable prizes from the WWF shop.

We ran a digital advertising campaign that targeted photographers, outdoor enthusiasts and nature lovers.

We ran a digital advertising campaign that targeted photographers, outdoor enthusiasts and nature lovers.

We coordinated with a number of influencers & student groups to post in the week prior to Earth Hour.

We coordinated with a number of influencers & student groups to post in the week prior to Earth Hour.


A peak at the entries…