Case Study: Wikimedia Foundation boosts awareness and donation intent with Ultravirgo’s “Knowledge is Human” campaign

Wikimedia Foundation boosts Wikipedia awareness by 19 points with Ultravirgo

The Wikimedia Foundation, the nonprofit behind Wikipedia, faced a challenge of raising awareness about its unique role in the knowledge ecosystem, especially as AI-generated content became more prevalent. They engaged the vendor Ultravirgo to develop a brand awareness campaign to highlight the crucial work humans do in compiling and curating free knowledge.

Ultravirgo developed the "Knowledge is Human" campaign, which included a strategic rallying cry, a quirky and clever tone, and hand-drawn illustrations to elevate the human element. This solution significantly increased Wikipedia's brand awareness by 19 percentage points and made 30% of respondents more likely to donate. The campaign also drove 20,000 clicks on donation buttons and made 30% of people more likely to edit Wikipedia.

Wikimedia Foundation