Campaign Overview
The ‘Subscribe to Nature’ campaign was developed to inspire ongoing support for WWF through monthly donations.
Built around the familiar world of subscription services like Netflix, HBO, and Spotify, the concept made the case that just as a monthly subscription has a small impact on your budget, subscribing to nature is a simple, steady action that can make a big difference. The message was clear and relatable: protecting the environment doesn’t have to be complicated. It can be as easy and habitual as streaming your favorite show.
By linking everyday consumer habits with the opportunity to safeguard rivers, forests, and wildlife, the campaign positioned monthly donations as a natural part of people’s routines.
The campaign cleverly played with well-known brand names and paired them with thematic, nature-focused slogans:
Nature / Netflix: “Nature in Bulgaria has 4 seasons — and they’re all worth the watch.”
H2O / HBO: “While you’re consumed by House of the Dragon, don’t forget the home of the otters.”
Strandzha (mountain in Bulgaria) / Spotify: “Bulgaria’s mountains drop a new album every day. It’s time to support the artists.”
A legal review of all creative executions confirmed there were no copyright issues, ensuring the campaign was clear to proceed.
Outcomes & Results
The “Subscribe to Nature” campaign was met with a highly positive reception and delivered impressive results across media, public engagement, and fundraising.
Media coverage was extensive, with over 120 pro bono media hits and a partnership with Bulgaria’s largest television network, which broadcast the campaign video free of charge, significantly boosting visibility and credibility.
On social media, the campaign achieved strong engagement, reaching 400,000 people organically and over 1 million through paid promotion. Public interest was further amplified by the involvement of 11 well-known Bulgarian actors and musicians, all of whom supported the campaign on a pro bono basis.
Corporate engagement was also a success. A creative solution -“subscription gift cards” – was introduced as an alternative to traditional corporate Christmas gifts. Several companies adopted the idea, resulting in significant donations.
Most importantly, the campaign accomplished its primary goal of increasing monthly donor support for WWF. Compared to previous year’s Christmas campaign, monthly donor sign-ups grew by 70%.
Asset Types
- Social media posts
- Social media video (stories, reels, GIFs…)
- Website landing page
- Website articles
- Other video assets
- Digital ads
- Video ads (for TV or online)
- OOHs or DOOHs
- Press release
Conditions of Reuse
The campaign concept or idea may be adapted by other WWF offices. While the original creative assets cannot be reused without modifications, offices are welcome to recreate the campaign in their own tailored execution. The campaign concept and creative assets may be reused “as is” by other WWF offices with minimal modifications (url, logo, local copy).
Get In Touch
For more information, reach out to WWF-Bulgaria at marketing@wwf.bg