Team Earth
Presented with the challenge of driving the UN’s Biological Diversity Conference (COP15) up the public agenda whilst the FIFA World Cup was in full swing, gave us only one option: lean into it!
Enter Team Earth: a mammoth global influencer campaign launched to take advantage of the football fever sweeping the globe in late 2022.
The ask for influencers was simple: post a photo of yourself in our “team’s” jersey.
The impact, however, was massive!
Over 50 celebrities donned the limited edition Team Earth jersey, collectively speaking to their 80 million followers about the urgent need for nature!
Beyond the influencers
The influencer-led activity was supported by an evocative campaign film which was launched alongside the social campaign and targeted at those who had engaged with the ambassador’s Team Earth posts, via strategic paid activity.
Team Earth also made the most of World Cup fever at the UN’s COP15 in Montreal: making it clear that there is “no extra time for nature” with a penalty shoot-out stunt in the halls of the conference itself.
The key results
celebrities & influencers took part
50
WWF markets actively involved in the stunt
11+
people reached by the campaign activity
157M+
$570k+
the value of the influencer participation