WWF – Save The Tigers

WWF Malaysia launched the “Save The Tiger” campaign back in September to raise public awareness on the diminishing tiger population in Malaysia, as well as to raise funds for field biologists to continue their research and conservation quest for tigers.

A one-page responsive microsite was created to communicate the key business objective – to encourage visitors to donate. To improve confidence and assurance, it was very important for us to convey where these donations will go and how it is going to be used.

  • WWF – Save The Tigers
    WWF Save The Tiger microsite. A huge amount of iconography and imagery were used to keep content easily digestible.
  • WWF – Save The Tigers
    Though “Tweet To Donate” was the main functionality, it was used as a headline, supported by copy that explained the reasons for saving tigers. This was followed by a much more emotional call-to-action, “Yes, I’d like to help!”.
  • WWF – Save The Tigers
    A section to suggest the ease of donating, in 3 simple steps.
  • WWF – Save The Tigers
    Section describing the people actively involved in the conservation of Malayan tigers.
  • WWF – Save The Tigers
    Section detailing the expenses and costs of field equipment and consumables.

Mechanism

This idea of tweeting to donate originated from a previous MobExt project which raised funds to help the victims affected by Typhoon Haiyan. It employed APIs built by Stripe to enable deduction of credit linked to unique hashtags. Users simply sync their credit card to their Twitter account, then tweet with one of the unique hashtags in their message. The amount corresponding to that hashtag in their tweet will be deducted from their credit card. 

Tweet To Donate form flow
In 3 simple steps, for 1st-time users. After the card is synced with the Twitter account, STEP 3 is removed and the call-to-action copy for Step 2 will be replaced by “Send Tweet Donation”. 

Tweet To Donate Form

STEP 1 : Sign in to Twitter

Tweet To Donate Form

STEP 2 : Compose the donation tweet and selection the hashtag corresponding to a donation amount.

Tweet To Donate Form

STEP 3 : Sync the credit card with the Twitter account and submit the tweet donation.

 

Post-Tweet actions

Tweet To Donate Form

CONFIRMATION PAGE : After the tweet donation, the user will see a confirmation page with an illustrated badge, along with a link to download an acknowledgement receipt.

WWF Malaysia - Save The Tigers

ACKNOWLEDGEMENT RECEIPT : For personal record-filing or tax claims purposes.

Twitter Post

TWITTER POSTS : Once the tweet appears on the user’s Twitter feed, WWF Malaysia Twitter account immediately replies to the tweet, informing of the total amount of donations plus an illustrated badge corresponding to his donation amount.

During subsequent visits, the call-to-action on the landing section will be replaced by the user’s Twitter handle, and the guiding steps on how to Tweet to Donate will be replaced by badges awarded for past donations.

WWF Malaysia - Save The Tigers

“Tweet To Donate” headline replaced by the user’s Twitter handle after the first donation. Awarded badges from past donations replacing the guiding steps on how to Tweet to Donate.

(Badge designs by Ioana Halunga)

Icon fonts

Icon fonts were utilized to maintain high quality scalability of vector objects, including the logo, for all breakpoints.

Icon stacking

Icon stacking

WWF Malaysia - Save The Tigers

Custom icon font

Icon font ussage screengrab

Icon font screengrab