For more than 60 years, the WWF has been dedicated to helping people and nature thrive. In this digital age, they recognized the need to step outside the box to continue fulfilling their mission. The team sought to foster a sense of community and engage with their audience in an efficient, authentic way. Their collaborative and innovative spirit made our partnership the perfect match. 

The WWF team were looking for a way to increase user engagement and generate greater brand affinity. Many of their customer support queries were coming from people asking what animal they should adopt.

Merkle created a chatbot that asked a few simple questions to help users find the perfect animal to adopt based on their personality. The bot would then direct the customer to the animal’s adoption page. A Facebook click-to-message ad campaign amplified the bot by telling consumers how to use it to find a holiday gift for loved ones.

The chatbot was successful in driving significantly more views than typical WWF campaigns and encouraged many users on the website to learn more about adopting animals and to complete the adoption process.