National Geographic - Organic Social Media Content
I created social media videos and posts to promote Big Cats Month documentaries which broadcasted every February on National Geographic WILD.
Client
Agency
National Geographic
Friday Istanbul
Services
Creative Strategy, Campaign Idea, Graphic Design
Creative Direction
Social Media Videos
Problem
In 2020, because of global budget allocations National Geographic Turkey marketing team couldn’t support the planned promotions for Big Cats Month on social media. They wanted me to create an organic social campaign to promote the documentary series on social media and raise awareness about Big Cats Month.
Solution
Back then, dramatic and emotional tonality that documentaries have was used to promote them on social media. I thought this tonality wasn’t the right fit for especially in organic social content. That’s why I wanted to change the classical documentary tonality to perform better on social media.
Creative Idea
I changed my point of view and focused on the supporting stars in big cat documentaries. I told the story between the prey and big cats in a different way people never saw with a touch of humor on social media.
Results
After two weeks, the campaign achieved 285K impressions on social channels. Campaign posts got 13K interactions.
Panda video post took its place among top 3 most interacted posts on National Geographic Turkey social media accounts.
Gazelle video post became the second most watched organic video of the year with 21K views.
Instagram Stories
Credits
Creative Lead: Reha Kahraman
Project Manager: Volkan Aksoy
Social Media Lead: Deniz Doğan
Content Manager: Betül Çelikateş
Production: The Walt Disney Company
 Felis AwardsBig Cats Month Campaign received a prize at 15th Felis Awards. |
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