WWF: Great Work – WWF's Black Friday twist

World Wide Fund for Nature the wildlife conservation charity ran a Black Friday promotion with a twist to drive endangered animal adoptions in the UK.

Campaign details

Brand: WWFBrand owner: WWFAgency: Facebook Creative ShopMarket: United KingdomIndustries: Charities & voluntary organisationsMedia channels: Mobile & apps, Online video, Programmatic display, Social mediaBudget: Up to 500k

Executive summary

Limited stock only – and when it's gone, it's gone! That's the high-pressure sales pitch that has helped make Black Friday so lucrative for UK retailers. And it's a tactic that wildlife conservation charity WWF adopted with a twist when it launched its first Black Friday promotion in 2019, urging consumers to "adopt an animal this holiday...

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