How National Geographic Leveraged Vocal to Raise Brand Awareness

Vocal identified the following creators that would tell the story for this campaign and showcase National Geographic's products in a real-world context to build brand trust and credibility:

Farmer Nick, a full-time plant coach, urban gardener, and landscape designer

Dominique Drakeford is non-traditional environmental justice and sustainability educator, and the founder of BIPOC sustainability organization, Sustainable Brooklyn

Wendy Song is a published freelance travel photographer

Angela Webber is a full time travel blogger and mother, currently traveling across the United States with her 5 children in their RV.

First, we paired each creator with an original story topic that complimented their own areas of interest as well as National Geographic’s campaign goals. Once the stories were produced, the Vocal team leveraged whitelisted creator handles for paid media distribution, which worked to drive readers to stories written by those same creators to help create authenticity and brand trust.

In promoting the campaign, the Vocal for Brands team strategically segmented its first-party audiences to make sure that the stories would reach target demographics that would most resonate with National Geographic core messages, including environmentally conscious consumers, family-friendly travelers, and outdoor explorers. These efforts resulted in driving a total of 15 million impressions, and an audience of 5 million over the course of the campaign. Further, the campaign’s stories received an average read time of 4 minutes–well above industry standard for content consumption.