The WWF brand had a specific need: to raise funds for charitable causes related to the environment. For this, they generated digital marketing campaigns with the intention of strengthening the recognition that the environmental issue has in our society. One of them had a clear objective and that was to raise awareness of the Orinoco basin in Colombia, highlighting its importance for the fauna and flora of our country and reducing the lack of knowledge about it.

We had the opportunity to awaken interest about the Orinoco in an unconventional way; generating a news item in a local newspaper with controversy due to a spelling mistake that we made viral. We used traditional and digital media to viralize this communication. Then, we told all users who registered on the website that it was a campaign to learn about the Orinoco. Through automation with valuable content, interactivity with social networks, influencers, interviews with experts and digital content promotion campaigns, content that was shared on social networks and different media, we managed to have a greater reach and impact on users on the subject.