WWF did a brilliant job analyzing their target audience and the right medium to reach them. It is important to appreciate that millennials have a strong preference for visual conversations and ephemeral communications, which is the driving force behind the success of Snapchat. Litster (2014) notes that companies have to focus its efforts where their consumers are most active.
The organization hit a home run by associating Snapchat’s disappearing feature with the notion of species being extinct. It clearly highlights the implicit message that time is running out for those endangered animals, creating a sense of urgency in the mind of viewers and leading them to action. The campaign has a clear objective, engages the public and provides value. …show more content…
In lieu of selling the organization’s work to protect the animals, WWF focused its campaign on viewers. “The online community has little tolerance for self-promoters who view social media as a means to free advertising” (Litster, 2014, para. 2). That being said, viewers, impacted in a saddening yet motivating way, became the protagonists of changing the future of these species by sharing the message, donating to the charity or adopting the animal.
If we refer back to the reading from last week, the JP Morgan case differs from WWF in many aspects. It lacked some of the basic elements of a PR Plan described by Wilcox, Cameron and Reber (2015) such as: situation, objectives, audience, strategy, calendar/timetable.
For example, JP Morgan did not perform appropriate research to understand their audience’s perception of the bank in light of the recent woes and how their hashtag #AskJPM could be utilized after being in
The organization hit a home run by associating Snapchat’s disappearing feature with the notion of species being extinct. It clearly highlights the implicit message that time is running out for those endangered animals, creating a sense of urgency in the mind of viewers and leading them to action. The campaign has a clear objective, engages the public and provides value. …show more content…
In lieu of selling the organization’s work to protect the animals, WWF focused its campaign on viewers. “The online community has little tolerance for self-promoters who view social media as a means to free advertising” (Litster, 2014, para. 2). That being said, viewers, impacted in a saddening yet motivating way, became the protagonists of changing the future of these species by sharing the message, donating to the charity or adopting the animal.
If we refer back to the reading from last week, the JP Morgan case differs from WWF in many aspects. It lacked some of the basic elements of a PR Plan described by Wilcox, Cameron and Reber (2015) such as: situation, objectives, audience, strategy, calendar/timetable.
For example, JP Morgan did not perform appropriate research to understand their audience’s perception of the bank in light of the recent woes and how their hashtag #AskJPM could be utilized after being in