National Geographic // Running Wild
Worked with National Geographic to help launch the premier of Running Wild with Alex Honnold and Bear Grylls. This campaign was focused on bringing awareness to #RunningWild by having big name athletes share the social cutdown on their channels.
ROLE
Director of Creative Strategy
The strategy was centered around utilizing athletes social channels to share promotional videos to encourage audiences to tune in. The social channels of these selected athletes were also utilized to run a customized paid media campaign to reach larger audiences and drive them to the Running Wild premier landing page.
GOAL
HIGHLIGHTS
3,426,400 reach (vs 750,000 contracted)
126,635 engagements
3.70% engagement rate
14 posts
9 participating athletes
PAID ADVERTISING INSIGHTS
Instagram stories proved to be the most efficient way to raise awareness for the new episode of Running Wild with a CPM of $0.52.
Strong engagement among the 18- to 34-year-olds drove significant reach in that demographic. We attribute that to the size and strength of Alex's audience in this age range, and the general success of Instagram Stories.
The Results?
14 authentic social posts distributed through the channels of athletes, reaching 3.4M unique people and more than 126k engagements.
Published Content
10 social posts contracted
14 social posts achieved
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7 Instagram Posts
7 Instagram Stories
Engagement
126,635 engagements
3.70% engagement rate*
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13,722 likes
1,031 comments
109,385 consumptions
2,497 post shares/saves
Reach
750,00 reach contracted
3,426,400 reach achieved
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Impressions
63,842,029 Total impressions
1,685,101 Facebook
2,156,928 Instagram Stories