How National Geographic Leveraged Vocal to Raise Brand Awareness
As part of its Earth Day initiative, National Geographic tapped Vocal for Brands to help amplify their message of preserving our planet, through a campaign that successfully reached over 15 million impressions worldwide.

The Challenge
National Geographic is one of the leading voices globally for preserving the natural wonders of our planet. They came to Vocal for assistance in marketing a series of initiatives lined up for Earth Month, as well as draw attention to their line of merchandise. Specifically, they were looking to directly activate a community of grassroots eco-warriors, and engage a global audience with their branded products.

Our Solution
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.

The Results
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.
Stories work better than ads
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