• Egie E. Yusadhi Institut Teknologi Bandung
  • Alvanov Zpalanzani Mansoor institut teknologi bandung




Social Media Marketing, Snapchat, Social Campaign, Sequence of Engagement, Endangered Animal


The cases of protecting endangered animals around the world are difficult to solve. Lack of public awareness of the survival of these animals become one of the contributing factors. Given the importance of the survival of these animals, World Wildlife Fund as a global fund-raising agency invitesDanish and turkey advertising agencies to create a social campaign where they invited millennials to donate their money to help the survival of endangered animals and comes up with #LastSelfie. It is social media based campaign using Snapchat which then integrated with other social media. This campaign generated 40,000 tweets in a week and meets donation goal in just three days. This is a descriptive explanative research which itspurpose is to find out whether #LastSelfie campaign through breaking the structure of campaign materials and depict its relationship with the aim of campaign based on copywriting and target audience Engagement Process in social media theory. Through the application of this concept which encompasses various aspects of the campaign, at the end of this writing, the authors concludes that #LastSelfie campaign corresponds to the process sequence of Engagement in social media — consuming, curation, creation, collaboration, through meticulous campaign naming, copywriting strategy, sharing among peers, and collaborative donation to help preserve endangered animals.


Download data is not yet available.


World Wildlife Foundation. “Wildlife,†Internet: https://wwf.panda.org/our_work/ wildlife/, 2020 [03 April 2020].

Sonthalia, N. “#LASTSELFIE: WWF’S Brilliant Snapchat Campaign,†Internet: https://www.circussocial.com/beta21/campaigns/lastselfie-wwfs-brilliant-snapchat-campaign/, 17 Juli 2014 [25 Juli 2017].

Gupta, A. “Case Study on World Wide Fund : Don't Let This Be My #LastSelfie,†Internet: https://www.digitalvidya.com/blog/case-study-on-world-wide-fund-dont-let-this-be-my-lastselfie/. 6 Januari 2016 [23 Maret 2020].

Digital Republic. “Case Study: WWF #LastSelfie campaign,†Internet: https://blog. digitalrepublic.co.za/2014/06/17/case-study-wwf-lastselfie-campaign/, 17 Juni 2014 [23 Mar 2020].

Tajibu, K., Metode Penelitian Komunikasi. Makassar: Allaudin University Press; 2013

World Wildlife Fund. “Kampanye.†Internet: http://www.wwf.or.id/tentang_wwf/upaya_kami/iklim_dan_energi/solusikami/kampanye/. [19 April 2017].

Rodgers, E. M., Storey, D., Communication Campaigns. Sage Newbury Park; 1987.

Andrews, M., Social Campaigns, Art of Visual Persuasion Its Psychology, Its Semiotics, Its Rhetoric. Thesis: MaHKU Graduate School of Visual Art and Design, Utrech; 2008.

Vinerean, S., et. al. “The Effects of Social Media Marketing on Online Consumer Behavior.†International Journal of Business and Management; Vol. 8, No. 14, 18 Juni, 2013, hal. 66-79. Canadian Center of Science and Education; 2013.

Nadaraja, Rubathee & Yazdanifard, Assc. Prof. Dr. Rashad. Social Media Marketing SOCIAL MEDIA MARKETING: ADVANTAGES AND DISADVANTAGES; 2013

Nadda, Vipin & Dadwal, Sumesh & Firdous, A.. Social media marketing, Handbook of Research on Integrating Social Media into Strategi Marketing hal 359-379. Hershey, PA: Business Science Reference, an imprint of IGI Global; 2015.

Evans, D., Mckee J., Social Media Marketing : The Next Generation of Business Engagement. Indianapolis, Indiana: Wiley Publishing,Inc; 2010.

W. Wells, M. Lwin, J. Burnett, dan S. E. Moriarty, Advertising: principles and effective IMC practice. Singapore: Prentice Hall; 2007.

Horberry, R., Lingwood, G., Read Me. London, UK: Laurence King Publishing; 2014.

Just for this. #LastSelfie. Internet: http://www.justforthis.com/. [25 Februari 2017].

Rodriguez-Vila, O., Bharadwaj, S., “Enggaging for Good: Drivers of Social Media Engagement with Prosocial Message,†Internet: http://media.terry.uga.edu/socrates/publications/2016/03/EngagingforGood_Oct2015pdf.pdf. Maret 2016 [23 Maret 2020].

J. T. Fisher, N. Heim, S. Code, dan J. Paczkowski, “Grizzly Bear Noninvasive Genetic Tagging Surveys: Estimating the Magnitude of Missed Detections,†PLOS ONE. Internet: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0161055. 7 September 2017 [03 April 2020].




How to Cite

Egie E. Yusadhi and A. Z. Mansoor, “KAJIAN KAMPANYE SOSIAL WORLD WILDLIFE FUND: THE LAST SELFIE ”, bahasarupa, vol. 3, no. 2, pp. 130-137, Apr. 2020.