Brand Storytelling | Brand Strategy
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.
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