WWF-Canada and MRM use the science of retail marketing to combat biodiversity loss and climate change

World Wildlife Fund Canada (WWF-Canada) and MRM Canada's “SAVE BIG!” uses the urgency of traditional retail marketing science with the converting power of creative commerce to highlight not only the high price Canadian wildlife is paying for biodiversity loss and climate change , but also to encourage support for WWF-Canada's bold 10-year plan to regenerate Canada.

While not the first brand to use retail scarcity tactics to draw attention to the ongoing climate crisis, “SAVE BIG!” takes a novel approach by embedding the idea deep into commercial execution. Above all, the campaign is positively focused and highlights WWF's 10-year Regenerate Canada plan, which aims to expand habitats, reduce carbon in the atmosphere, reduce the impact of industry and thereby reverse wildlife loss and climate change to fight.

With commerce at its core, the campaign relies on retail strategies at every step of the journey from awareness to conversion. For example, the donation solicitation is cleverly reframed through retail pricing strategies such as discounts and left-leaning pricing for monthly donation subscriptions, low and new stock notifications for plant and animal species, and more.

The campaign cleverly uses the urgency and action messages normally reserved for retail campaigns to encourage donations and actions for nature. Images of “new arrivals” (e.g. trees or healthy species) are tangible examples of what Canadians are truly “saving” with their support of WWF-Canada.

Finally, the donation request is supported through innovative payment tactics such as donation stickers on social media, real NFC-based stickers on Wildposting, and of course by reformulating the donation amounts themselves in a retail style (e.g. $4.99, $9.99 and $19.99). boosted.

The introductory films feature an innovative mix of archival images and runway AI to bring still images to life.

The campaigns' new landing page, social, digital and OOH ads are now live nationally across Canada. As part of McCann Worldgroup's broader global relationship with WWF, this initiative follows McCann Germany's viral “X-Tinction Timeline,” a real-time response that turned Twitter rebranding messages into a rally for wildlife conservation.

“We took this strong, commerce-focused core idea and spread it across the entire conversion funnel, from awareness, to consideration, to retargeting, to donation (sales) – all with the goal of reducing the friction involved in the transaction “We are required to deal with this important non-profit transaction,” said Ian Mackenzie, chief creative officer of McCann Worldgroup Canada.

“We are grateful for our relationship with WWF-Canada and the collaborative efforts that led us to this campaign. “With ‘SAVE BIG!’ we have an exciting opportunity to apply MRM’s creative commerce expertise directly to WWF’s critically important cause and highlight the incredible ambitions of their Regenerate Canada plan,” said Jennifer Steinmann, President of MRM Canada.