Published by Sue Johns-Chapman
Published Date 23.09.2024 
We’re excited to share that Booster Box has been shortlisted for two awards at the European Agency Awards 2024! Our work with WWF, promoting symbolic adoptions for endangered species, has earned us spots in both the Best Social Media Campaign and Best Not-for-Profit Campaign categories 🐼
This recognition reflects our team’s innovative approach to social media marketing and our drive to create positive change through digital platforms. Curious how we managed to stand out? Let’s dive into the campaign and what this achievement means for us 👀
A mission-driven campaign: partnering with WWF to save endangered species
We believe that great marketing can spark real change. When WWF approached us with the goal of promoting symbolic adoptions during the Christmas season, we saw an opportunity to do something truly impactful. Our strategy was designed to raise awareness and inspire meaningful action, while staying true to WWF’s mission of conservation and wildlife protection.
The strategy: TikTok as the chosen platform
TikTok was the perfect platform to amplify WWF’s message. It wasn’t just about following the latest trend, the platform’s audience gave us the chance to engage younger, socially-conscious individuals passionate about environmental causes.
We executed a two-phase campaign that guided the audience from awareness to conversion:
- TTCX1 – Awareness: We created heartfelt videos that introduced endangered species and the concept of symbolic adoption in a relatable, human way
- TTCX2 – Conversion: After building awareness, we shifted to action. Short, persuasive videos encouraged viewers to make a symbolic adoption, turning their emotional connection into real-world impact
Through our partnerships with TikTok Creative Exchange and Mambo Production, we crafted creative formats that resonated with our audience. From nostalgic “storytime” Christmas videos to humour-driven meme content, we found the perfect balance between education, entertainment, and emotion.
Facing challenges head-on: the power of optimisation
No campaign is without its challenges. We initially encountered lower-than-expected daily spending, which could have derailed our efforts. But through real-time monitoring and adjustments, we optimised the pacing in just ten days, ensuring we met our budget targets and delivered a successful campaign.
Numbers that speak for themselves
The results? We leave it to you. Here’s a snapshot:
- CPM: €1.74, outperforming TikTok’s benchmark of €3.00
- CPC: €0.45, beating the industry benchmark of €0.50
- Conversion Rate: 2.52%, more than double the industry average of 1%
- Cost efficiency: We achieved a 16.8% reduction in costs compared to TikTok benchmarks
Why this campaign deserves to win
This campaign is special to us not only because of the results, but because it shows how we combine creativity, performance, and social responsibility. It goes beyond driving conversions, it’s about using our digital skills to make a real-world impact.
Winning these awards would be a testament to our team’s dedication and the strong partnership we’ve built with WWF. It would affirm our belief that performance marketing can be a powerful tool for good.
What being shortlisted means to us
Being shortlisted for these awards isn’t just a pat on the back, it’s an acknowledgment of the hard work, innovation, and passion we bring to every project. This recognition highlights our commitment to pushing the boundaries of performance marketing, and our journey from a data-driven agency to a force for positive change.
Serena de Bonis, Senior Client Lead at Booster Box, puts it best:
“To be recognised in both the Best Social Media and Best Not-for-Profit categories is truly great. It reflects the strong partnership we have with WWF and our shared mission to make the world a better place, one campaign at a time. The team poured their hearts into this project, and being shortlisted is an incredible reward. We’re proud, we’re excited, and we’re ready to continue making an impact through performance marketing”
Looking ahead: the awards and beyond
We’ll be eagerly awaiting the 7th November announcement, tuning in alongside other finalists to see if we take home the trophy. Whether we win or not, we know this campaign has already made a lasting impact: for the environment, for WWF, and for everyone who believes in the power of digital marketing to create change.
Still, let’s be honest… a win would be pretty sweet 💅💃🕺🏻
The Booster Box Team
