WWF

The Challenge

WWF-Canada tasked Yulu to act fast, think big, and catalyze awareness and attendance for its inaugural ‘Climb for Nature’ event in British Columbia. While this event is the first on the West Coast, it builds on over 30 years of legacy in running the ‘Climb for Nature’ event at Toronto’s CN Tower, providing an excellent opportunity to increase awareness of WWF-Canada’s work among British Columbians.

The Strategy

Yulu had to hit the ground running, developing a sprint campaign just 7 weeks before the event. Our strategy focused on earned media engagement, influencer relations, and community engagement, with a primary goal of raising awareness about the fundraising event to increase sign-ups. Additionally, we aimed to attract media coverage for the climb, to drive awareness in BC for WWF-Canada’s conservation work in the province and to ignite early interest for the next climb in 2025.

Yulu had to think creatively to engage media before the event. This included hosting a mascot competition between WWF’s giant panda and the BC Lions’ iconic  ‘Leo the Lion’, offering the WWF giant panda as a guest for TV stations, offering interviews with BC-based Olympic athletes and harnessing the expertise of our spokespeople to excite and engage the media.

The Results & Impact

This seven week project led to: 

• 12 earned media hits, reaching over 55 million people.
• 5 pieces of coverage before the fundraising event, including CTV News, Global News, CBC, and CTV Morning Live.
• 7 TV cameras at the fundraising event, including CBC, CTV News, Global News, City News, and Omni Television.
• 2 paid influencers posting 7 pieces of content.
• 5 in-kind influencers participating and posting about the event across their social channels.