The X-tinction timeline

On July 23rd, Elon Musk killed the little blue bird when he rebranded Twitter to X. The world couldn’t believe it. But what was even more unbelievable, was the fact that the death of a virtual animal species caused a bigger outcry than the extinction of vast numbers of species on our planet.

So, it was time to react. WWF turned Twitter’s rebranding into a platform for highlighting wildlife conservation with a simple and memorable image that made visible the parallels of the death of the Twitter logo to the real extinction of endangered species through the message: “Protect our wildlife, before it’s too late.”

Truth Well Told: The post immediately went viral and the reactions where overwhelming: Originally designed for the DACH region, it got translated into 26 languages. The press jumped on it and turned this simple post into a cry for global conversation. The post received more than 2 million likes on Instagram, more than 200,000 on Twitter, sorry, on X, and more than 800,000 likes on LinkedIn. The campaign equaled media spending of more than €20 million with €0 spent.

All this, with just one post—the most successful ever by WWF.