Brand Storytelling | Brand Strategy

PLANET POSSIBLE

THE SITUATION

National Geographic wanted an evergreen Earth Day platform that inspired participation and could iterate yearly. The audiences needed to include current viewers, new audiences of Gen Z and Millennials, and other Disney brands.

The Challenge

When the topic of climate change is presented, it’s often portrayed as “gloom and doom.” How can NatGeo shift the conversation to be upbeat, celebratory, and inspire action?

Exploratory research into Earth Day revealed that typical messaging was about cutting carbon emissions, using less plastic, and cleaning up the environment. While most people want to do what’s best for the planet, they often feel overwhelmed or helpless. We also discovered that the global pandemic had forced everyone to slow down and gain a clearer perspective and connection with our planet.

Our data indicated that while 82% of people agree that Earth Day is a helpful reminder to live more mindfully when it comes to the planet, only 38% of people feel the day itself is extremely important. In speaking with the target audience, it became clear that one of the core reasons for the lack of connection to Earth Day is its perception as a day of obligation.

The Inspirational Insight

Turn obligation into action and a celebration of the planet.

The Concept

To reposition the conversation around Earth Day from responsibility to possibility, Inspira conceived the strategy, concept, and messaging of the “Planet Possible” platform to inform, inspire, and empower consumers to live more lightly on the planet. It also allowed NatGeo to combine its sustainably focused storytelling, products, and experiences under one umbrella.

A vital element included a free virtual Earth Day Eve concert featuring performances by artists such as Aurora, Willie Nelson, and Ziggy Marley, and environmental activists Jane Goodall and Brian Skerry. Pre-promotion for the campaign included OOH advertising and national media coverage on Good Morning America, CNN, and Rolling Stone.

Social media played a prominent role before, during, and after the concert. Posts were created on NatGeo-owned channels to pre-promote the concert, and influencer engagement helped build buzz and awareness. During the concert, audiences were encouraged to #ShareYourSpot and post photos of a location that was inspiring or meaningful to them. After the show, NatGeo launched a strategic extension to grow its TikTok followers with a concert featuring Jayda G, a Grammy-nominated producer and environmental activist, drawing millions of viewers and attracting 14,000 new followers in just one hour.

“Planet Possible” content was developed for NatGeo TV and a microsite. Additional brand extensions included merchandise partnerships with Amazon and a Spotify playlist.