Campaign Overview:
Ahead of the broadcast premiere on NatGeo, we collaborated with military organizations to create a digital presence and content strategy for the series release. This included creating a consistent voice on various social media platforms, developing a content series with military community leaders, and hosting virtual events to engage audiences directly through trusted sources.
Campaign Elements:
Partnership Development
Content Strategy
Digital Strategy
Digital Event Production
Campaign Results:
Engaged 21 digital campaign partners
We executed 2 highly successful digital initiatives: A Facebook Live with Blue Star Families that was promoted to a network of 77.5K members and a Twitter Chat with the Bob Woodruff Foundation and the Elizabeth Dole FoundationThe Twitter chat reached 2.5M individuals, generating 16.9 MM digital impressions
The engaged audience of the Facebook Live was predominantly women, a minority demographic reached by National Geographic, allowing them to connect with a targeted audience
8 Piece content series produced in collaboration with key issue-area partners. These pieces of content helped to promote the film and provide context to the issues veterans are facing that were addressed in each episode. The series was promoted by NatGeo and the partners ahead of each episode.
The content shared by digital partners cumulatively reached a total of 3.5M followers
The impact campaign for CHAIN OF COMMAND won Best Blog at the 2018 Shorty Social Good Awards