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Overview
In collaboration with social media app Snapchat, the Great Barrier Reef Foundation launched the first-ever augmented reality Reef experience. This unique collaboration provided users with the means to virtually dive into the Great Barrier Reef and experience this incredible ecosystem from the convenience of their phone.
Seeing is believing, but proximity is a core challenge for ecological and wildlife conservation causes, so we put the Reef in the pocket of millions of global citizens.
My contribution
Campaign strategy Research Delivery
The team
Great Barrier Reef Foundation / Snap / Only Everything / We Are Different
Year
2021
Process
Reaching an audience on their terms
The project was broken down into a few important phases. This included: getting people excited about the 'product', launching the collaboration, communicating the impact, and converting users into pledge-makers, subscribers and donors.
Given this campaign featured a new type of augmented reality engineering— we decided to focus on the specific 'water segmentation' feature, and being able to effectively reach a generation by highlighting a salient issue for them.
SnapChat is a predominantly Gen Z utilised channel, so all messaging, features, digital marketing channels and media space was built around their expectations, values, attributes and beliefs. Providing this audience with a seamless, fast way to be actively involved in the climate crisis proved highly effective.
Marketing about big issues, and the Great Barrier Reef
Climate change is the greatest threat to our planet and this is the critical decade in which to act with urgency. Emissions reduction alone is no longer enough to guarantee the survival of ecological icons like the Great Barrier Reef, so we’re working to help the Reef resist, adapt to and recover from the warmer temperatures already caused by climate change. Everybody has a role to play in restoring and preserving our iconic Great Barrier Reef.
As featured in Mumbrella, AdNews, and the Campaign Brief.
PR ASIA Awards 2022
With Snapchat, We Are Different and Only Everything
Social Media: Gold
VR/AR: Gold
Environmental: Bronze 2022
Mumbrella Awards 2022
With Snapchat, We Are Different and Only Everything
Best Social Idea: Gold
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Outcomes
Following a successful launch weekend including national media and various integrated promotions, the campaign generated 800K climate pledges, was utilised by over 40 Million users and generated the highest volume of traffic to the Great Barrier Reef Foundation's website in it's history.
This multi-award-winning campaign delivered huge value for the charity, positioning them perfectly to gather valuable data, understand a critical audience segment in depth, continually optimise their donor funnel, and convert leads across the coming years.