MUSE Silver

2022

Footprints of Extinction

Entrant Company

Inbrax

Category

Branded Content - Non-Profit

Client's Name

WWF Chile

Country / Region

Chile

WWF Chile, in its educational role and being part of society, bets on education as a powerful tool for transformation. Through it, behavior changes can be inspired, and it serves to promote environmental awareness in collective learning spaces.

Due to the pandemic, the collective instances were not possible to articulate; which forced children to learn virtually from their homes.

The objective of this campaign was to enhance the role of WWF Chile by generating an accessible and safe educational experience for children, launching "Footprints of Extinction", a virtual museum that gives visibility to some species that are already extinct or on the verge of disappearing, in order to educate to future generations and raise awareness.



Results:

It is important to remember that Chile is once again in quarantine (April 2021), which meant that a large part of public places were closed, including educational establishments and recreational and/or cultural places.



During the campaign month the following results were achieved:

- The scope of communication during the campaign period reached more than 10 million people (+100% of the objective set).

- More than 250.000 visits to the website (+1500% of the stated objective)

- More than 15.000 AR interactions with animals (+300% over the target?.

- Earned media equivalent to more than $60.000.

- 35% Engagement rate (700% over the average rate).

- 489 New adherents (+300% over the goal).

Credits

Chief Creative Officer, Inbrax
Pancho González
CEO,Inbrax
Carolina Pinheiro
Creative Director,Inbrax
Pedro Antolin
Art Director, Inbrax
Claudio Sciaraffia
Art Director, Inbrax
Bruno Marchant
Copywriter, Inbrax
Álvaro González
Copywriter, Inbrax
Matías Troncoso
Planning Director, Inbrax
Ricardo Álvarez
Account Director, Inbrax
Jean Carlo Venti
CEO, Kreab
Karina Martini
CEO, Oso Borroso
Ksenia
CEO, Mzzo
Oscar Vaquero
CEO, DentsuX
Patricio Cerda
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