NATIONAL GEOGRAPHIC

The Problem
National Geographic approached Exactly Agency to help them stand out on Earth Day and create a campaign that both inspired people to celebrate the Earth and empower them to act to protect it. The brand wanted to target new-to-them Gen Z and Millennial audiences, leverage their social following and launch their TikTok account while not alienating their existing, mostly older subscribers.

Our Solution
We strategized to focus on Earth Day Eve as a moment that National Geographic could really own, and encourage audiences to then spend Earth Day itself with purpose, in nature. We used the power of music to unite people of all ages with a global virtual celebration that anyone, anywhere could access and engage with.
Planet loving talent like Aurora, Willie Nelson, Valerie June and Jose Gonzales performed love songs for earth filmed in places that have an important meaning to them as both humans, performers and environmental activists. The music performers were joined by Nat Geo legends like Jane Goodall and Brian Skerry who offered inspiring messages from their chosen locations. These settings simultaneously launched the #ShareYourSpot UGC campaign which attracted over 130 million impressions. The core program was complemented by a strategic campaign extension to grow National Geographic's new TikTok account with their first ever TikTok live featuring Jayda G, a Grammy nominated producer and environmental toxicologist, that drew millions of live views and attracted 14,000 new followers in one hour. The campaign was covered widely across music, environmental and lifestyle press, with highlights including Rolling Stone, GMA, Uproxx and Washington Post.

Featured performances by
AURORA, Angélique Kidjo, José González, Maggie Rogers, My Morning Jacket, Rostam, Valerie June, Willie Nelson, Yo-Yo Ma, and Ziggy Marley

With special appearances from
Brian Skerry, Dr. Jane Goodall, Lillygol Sedaghat, Dr. Lucy Hawkes, Dr. Rae Wynn-Grant

The Results

139 MillionIn celebrity social reach. #Shareyourspot was used by Lily Cole, Naomi Watts, Rosario Dawson, Alan Cummings, and more.

282 Million
Social impressions

79 Million
#Shareyourspot impressions