Case studies
World Wildlife Fund Spain
World Wildlife Fund Spain created a campaign with a virtual influencer driving to Instagram Direct and Messenger to help change behaviour.
Summary
World Wildlife Fund (WWF) Spain created a virtual influencer to raise awareness about how changing consumption habits can help protect the planet. They developed a series of video ads leveraging Reels trends in order to engage their audience, and drive them to an Instagram Direct and Messenger bot to start a conversation. The campaign successfully captivated the audience and helped change behaviour.
Challenge
WWF Spain is the world's leading independent conservation organisation. Their mission is to create a world where people and wildlife can thrive together. They needed to find new, more engaging ways to cut through the noise and build a relationship with their audience.
Solution
WWF Spain partnered with Meta to test new solutions to change people's behaviour and help protect the planet. They developed a virtual influencer to cut through the noise. It was clear that the virtual influencer needed to align with the cause, so they created Habichuela (which means "bean" in Spanish) to personify their message of reducing meat consumption. The approach was based on local food habit insights; people can make simple swaps, such as replacing meat with legumes, to help protect the planet.
WWF Spain created a series of reels for ads that click to message. Starring Habichuela, the creative leveraged core Reels trends to share tips on simple food swaps and habit changes. The campaign was driving the audience to a Messenger and Instagram Direct bot, offering recipe ideas and more information on how people can help protect the planet.
Results
WWF Spain measured the impact of their campaign with a brand lift test.
