Wereld Natuur Fonds
Interactive campaign challenges you to eat kinder
Nice food, the new food campaign from the World Wildlife Fund, shows that with a few simple adjustments to your plate, you can make a big difference for nature. The awareness campaign challenges you to eat nicer by making choices that are better for nature and for ourselves.
Together with WWF and Motivaction, Digital Natives developed the interactive test How Nice Do You Eat. By taking the test, you discover how nice you eat yourself and receive practical tips and recipes that can help you eat even nicer.
The Challenge
Meaningful and Manageable for a Large Audience
Making a complex theme (eating behavior) manageable for a broad audience (all of the Netherlands) in a short digital moment requires a smart approach. To set up a successful test, it was important to:
Find the right balance between the number of questions and the quality of the result
Make answers as easy as possible, always in one click
Make taking the test a fun and inspiring experience
The solution
A design that guides people to the right outcomes
The design is friendly, playful, and straightforward. The test is designed with great attention to creating an activating flow that guides people step by step to a successful outcome. Here they can sign up for the associated email campaign. In the subsequent mail journey, they receive personal tips, fun recipes, and niceties that make it easier to contribute to a nature-positive food system through small changes.
Smart algorithms for a relevant result
By using smart algorithms, a personal score is calculated based on the given answers. Each question weighs differently for the final result, ensuring everyone receives a relevant outcome and tailored advice.
Always accessible to everyone
To serve a broad and diverse audience, accessibility is of great importance. The quiz must always be available for thousands of people to fill out simultaneously. Through Static Site Generation (SSG) on Cloudflare, the quiz is always accessible, no matter where in the world it is taken.
The impact
Over 50,000 Dutch people take the test in the first 4 weeks
In the first month of the test, it was already taken over 50,000 times. 51,693 times to be exact.
Together with Digital Natives, we have developed a well-founded Aardig eten test that is also fun to do. In the process, they actively listened to what we wanted, contributed constructively, and were critical when necessary. We enjoyed working with Digital Natives!
How Digital Natives Enables This Impact
Building on Knowledge and Experience of Digital Campaigns and Tests
The experience that Digital Natives has gained over the past 10 years in creating effective digital tests, quizzes, and interactives for, among others, Brainwash, Human, Dimdocs and BNNVARA is encapsulated in the Digital Natives Quiz Management System (QMS).
The QMS makes it possible to set up custom tests with low barriers, and Digital Natives was able to develop a strong test for WWF in an effective process.
