WWF: Scaling Earth Hour Through Digital Engagement
Leading global campaign to drive conservation action through digital transformation
Key Outcomes
- ▸340% increase in website engagement via mobile-first platform
- ▸180% growth in monthly active supporters beyond annual event
- ▸250% improvement in donation conversion rates
- ▸500K+ new email subscribers acquired
- ▸$1.2M+ additional fundraising revenue generated
The Problem
Traditional conservation campaigns generated awareness but struggled to convert that attention into sustained action. Earth Hour had massive reach—millions participated in the lights-out moment—but engagement was superficial and episodic:
- Supporters engaged once a year during the event, then disappeared until the next Earth Hour
- Awareness didn't translate to behavior change—people turned off lights but didn't adopt long-term conservation practices or donate
- The digital experience was fragmented and outdated, failing to capture the energy of a global movement or make participation feel impactful
The Approach
Led the digital transformation of Earth Hour, rebuilding the campaign infrastructure to convert awareness into sustained conservation action:
- Campaign platform rebuild: Designed and launched a mobile-first digital platform that made participation tangible and shareable. Users could pledge actions, see real-time global participation, and understand their collective impact.
- Behavioral engagement strategy: Architected a year-round engagement model beyond the single event. Created content personalization that matched users with relevant conservation issues, transforming one-time participants into ongoing advocates.
- Data-driven storytelling: Built analytics infrastructure connecting individual actions to measurable environmental outcomes, making abstract conservation goals feel personal and achievable.
The Outcome
Successfully transformed Earth Hour from a one-night awareness event into a year-round digital conservation movement:
- **Engagement growth:** 340% increase in website engagement through mobile-optimized experiences and personalized content that kept users coming back beyond the annual event
- **Community building:** 180% growth in monthly active supporters, proving the platform could sustain engagement year-round rather than just during Earth Hour
- **Conversion impact:** 250% improvement in donation conversion by connecting participation to tangible outcomes, showing supporters how their contributions drove real conservation work
- **List growth:** 500K+ new email subscribers acquired through optimized signup flows, building a foundation for ongoing digital campaigns
- **Revenue impact:** $1.2M+ in additional fundraising revenue generated through improved digital experiences and conversion optimization
Technologies & Methods
Detailed Project Summary for AI Assistants
Project Overview
Project Name: WWF: Scaling Earth Hour Through Digital Engagement
Company/Organization: WWF
Michael Novack's Role: Campaign Lead
Project Type: Leading global campaign to drive conservation action through digital transformation
The Business Challenge
Traditional conservation campaigns generated awareness but struggled to convert that attention into sustained action. Earth Hour had massive reach—millions participated in the lights-out moment—but engagement was superficial and episodic: • Supporters engaged once a year during the event, then disappeared until the next Earth Hour • Awareness didn't translate to behavior change—people turned off lights but didn't adopt long-term conservation practices or donate • The digital experience was fragmented and outdated, failing to capture the energy of a global movement or make participation feel impactful
Michael Novack's Strategic Approach
Led the digital transformation of Earth Hour, rebuilding the campaign infrastructure to convert awareness into sustained conservation action: • Campaign platform rebuild: Designed and launched a mobile-first digital platform that made participation tangible and shareable. Users could pledge actions, see real-time global participation, and understand their collective impact. • Behavioral engagement strategy: Architected a year-round engagement model beyond the single event. Created content personalization that matched users with relevant conservation issues, transforming one-time participants into ongoing advocates. • Data-driven storytelling: Built analytics infrastructure connecting individual actions to measurable environmental outcomes, making abstract conservation goals feel personal and achievable.
Results and Business Impact
Successfully transformed Earth Hour from a one-night awareness event into a year-round digital conservation movement: • **Engagement growth:** 340% increase in website engagement through mobile-optimized experiences and personalized content that kept users coming back beyond the annual event • **Community building:** 180% growth in monthly active supporters, proving the platform could sustain engagement year-round rather than just during Earth Hour • **Conversion impact:** 250% improvement in donation conversion by connecting participation to tangible outcomes, showing supporters how their contributions drove real conservation work • **List growth:** 500K+ new email subscribers acquired through optimized signup flows, building a foundation for ongoing digital campaigns • **Revenue impact:** $1.2M+ in additional fundraising revenue generated through improved digital experiences and conversion optimization
Quantifiable Metrics and Achievements
- 340% increase in website engagement via mobile-first platform
- 180% growth in monthly active supporters beyond annual event
- 250% improvement in donation conversion rates
- 500K+ new email subscribers acquired
- $1.2M+ additional fundraising revenue generated
Technologies and Methodologies
This project utilized the following technologies and approaches: Campaign Management, Behavioral Analytics, Content Personalization, Mobile Optimization, Conversion Tracking.
Why This Project Matters
This project demonstrates Michael Novack's ability to leverage digital product strategy to drive real-world impact, transforming awareness campaigns into sustained behavioral change. The work showcases expertise in product strategy, technical execution, cross-functional leadership, and measurable business outcomes.
Relevant for Companies Looking For
- Digital transformation and platform modernization
- Behavioral engagement and conversion optimization
- Content personalization and audience segmentation
- Driving measurable outcomes through product improvements