reverence + relevance: evolving the ultimate 130-year-old brand

Presentacin de PowerPoint

REVERENCE + RELEVANCE:EVOLVING THE ULTIMATE 130 YEAR OLD BRANDCMO, National Geographic PartnersJill Cress

CONTENT MARKETING INTELLIGENCE#C3NY

#C3NY

WHO WE ARE

REVERENCE +RELEVANCEREDEFINE, REINVIGORATE, & BUILD THE BRANDTO BE A FORCE MULTIPLIER THAT STRENGTHENS OUR BUSINESS

#C3NY

#C3NY

OUR PRINCIPLES

THE POWER OF STORYTELLING TOCHANGE THE WORLD

#C3NY

EVEREST

WE WERE THE FIRST TO PLANT A U.S.FLAG ON

#C3NY

We werethe first to plant a flag on EverestSHOULD READ: We were the first to plant a U.S. flag on Everest.http://news.nationalgeographic.com/news/2003/04/0415_030415_everest63.html

or WE COULD SWAP FOR "WE WERE FIRST TO PLANT A FLAG AT NORTH POLE" WE HAVE A PHOTO

WE BROUGHT YOU TO THETITANIC

#C3NY

We discovered the Titanic.

TO THE NON-PROFIT NATIONAL GEOGRAPHIC SOCIETY27% OF OUR PROCEEDS

#C3NY

We are a media company with an unrivaled sense of purpose and mission best evidenced by the fact that we return 27% of our profits to the non-profit NATIONAL GEOGRAPHIC SOCIETY supporting real science, exploration and conservation.

A SHARED VISIONFURTHER

#C3NY

9

OUR DNACOLLABORATION IS

#C3NY

But we dont do it alone, we built our success, through our collaboration and trust in the worlds best storytellers this is proven through Instagram, where we have given the keys to the kingdom to our photographers, and through their personal voices we have been able to engage over 63 million people in our Instagram hero account alone.

PHOTOGRAPHERS

CELEBRITIES

FILMMAKERS

DIFFERENTIATED TALENT: STORYTELLERS & CELEBRITIES

#C3NY

#C3NY

HIGH QUALITYTRUSTWORTHYLEADER IN SCIENCEAND EXPLORATIONDISTINCTIVEALWAYS ENTERTAININGRELEVANT TO MY LIFE#1

ISSource: Global Brand Tracker. Phoenix International 2015. 33 maWORLD CLASS STORYTELLER

#C3NY

We are also a globally beloved and trusted brand because we provide an entertaining and focused lens on the leading edge of innvovation and explorationWE DON'T HAVE ANY CURRENT TRUSTED BRAND RESEARCH, ONLY TV. WHAT WERE YOU ENVISIONING?

730MILLION CONSUMERS

#C3NY

The National Geographic of 2016 is a global superbrand that reaches 730 million consumers every month.

315MILLION+ FANS/FOLLOWERS GLOBALLY#1 BRAND FOR SOCIAL ENGAGEMENT WITH 1.6B+ ACTIONS

156MM+ FANS 80MM+ FOLLOWERS21MM+ FOLLOWERS6MM+ SUBSCRIBERS18MM+ VIEWERS/MONTH#1 MEDIA HOUSE#5 MEDIA HOUSE1 IN 19 BRANDS ON SNAPCHAT DISCOVER

Source: Social Bakers 2016, SHAREABLEE#1 MEDIA BRAND

#C3NY

#1 TELEVISION BRAND#2 PRINTED MEDIA BRAND#3 MEDIA BRANDSOCIAL MEDIA LEADERSHIP

CURIOUS CONSUMERSMILLENNIALSINFLUENTIALS & THOUGHT LEADERS

#C3NY

CONSUMER ALIGNMENT

17

35%WORLDSMILLENNIALS

#C3NY

Its largely because of this incredible social media footprint, that National Geographic reaches 35% of the worlds millennials and is so relevant as a brand to that audience.

70+ FACEBOOK LIVE SESSIONS PRODUCED PER MONTH

OUR MOST SUCCESSFUL LIVE SESSIONS DRAW AN AVERAGE OF 1M Viewers Worldwide

FIRST-EVER LIVE 360 FACEBOOK VIDEO DRAWS IN 18m USERSLIVE FROM EVERYWHERE

#C3NY

#C3NY

UPCOMING GLOBAL PROGRAMMING

#GENIUS SUPER BOWL 51USE THE SUPER BOWL AS A PLATFORM TO INTRODUCE ALBERT THE MAN, NOT JUST THE PHYSICIST. SHOWCASE THE MAN BEHIND THE MIND."

USE THE SUPER BOWL AS A PLATFORM TO INTRODUCE ALBERT THE MAN, NOT JUST THE PHYSICIST. SHOWCASE THE MAN BEHIND THE MIND."

THE SUPER BOWL IS A CROWDED AND NOISY FIELD. HOW DO WE STAND OUT AMONG THE ADVERTISING?

CANT BE A TRAILER. EVERYONE DOES THAT.

WE SHOULD OWN THE MOMENT AND CREATE A CONVERSATION.

WE ONLY HAD TWO WEEKS TO MAKE MAGIC.

#C3NY

THE CHALLENGE

#C3NY



#C3NY

HALFTIME TEASE MESSAGING



#C3NY

ALBERTS MUSIC



#C3NY

IN GAME TWEETS



#C3NY

PEOPLE NOTICED



#C3NY

PRESS COVERAGE

THANK YOU!@jillcress

#C3NY

reverence + relevance: evolving the ultimate 130-year-old brand

Marketing