four-dots projects
Jul 15|The Wilderness Society

The Wilderness Society Native Content Creation

At Backbone we love that native content enables our client brands to tell their story, to their target audience, exactly how they want to tell it. For the land-conservation non-profit The Wilderness Society, we partnered with Vox and Buzzfeed to reach new audiences.


The Wilderness Society was preparing to launch their annual report, “Too Wild to Drill,” but wanted to educate more than just their core advocate. Backbone enlisted Buzzfeed and Vox to create native content that would tell the story in an accessible way, and complemented both of those programs with a paid social campaign driving to the digital report.

Buzzfeed and Vox both lent a third-party, credible voice and made the issues approachable through quizzes, listicles and “Explainer” content, and animated graphics made paid social campaigns pop.

Total Campaign Generated
17 million impressions
Native Content Viewership
53,000 page views
Social Media Effectiveness
83,000 social engagement
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