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The team at DIRECTV called on Fractl to improve their digital footprint through a combination of on- and off-site initiatives, including content marketing campaigns and a mix of different on-site articles and interactives. We set out to boost their organic search rankings while promoting material that coincided with their internal goals and partnerships.
One of the biggest objectives for any client campaign? Creating something that connects closely with a brand’s services and core messages. DIRECTV had an existing partnership with the Discovery Channel; Fractl leveraged this relationship – through a general-awareness campaign – to promote the “Racing Extinction” documentary.
We combined long-form, on-site content with aggressive off-site promotions that delivered incredible results for both brands in the form of 70 press mentions, including placements on Fast Company and Quartz. Our additional in-house promotions increased awareness and helped draw 11.5 M viewers to the documentary as well, adding to the number to make it the most-watched cable documentary film premiere in more than three years.
The key to success? Optimize partnerships through emotional content that promotes overlapping services.
For this campaign, we began our ideation process around the documentary’s theme, extinction. After an initial data scrape, we realized how many more species are becoming endangered – and the rate at which this threat is accelerating. We turned to our research on viral emotions to figure out how to amplify the emotional triggers ignited by some of the more shocking stats. We took a closer look at the particular emotions present in highly viral content – specifically, those that fit into the “surprise” and “anticipation” segments of Plutchik’s wheel. We then outlined assets featuring significant insights that could elicit pivotal emotions: curiosity, amazement, interest, astonishment, and uncertainty.
When designing the assets, we made sure to connect the data to the messages and services offered by both brands. For this co-branded campaign, it was important to include multiple references to the documentary to not only promote Discovery Channel’s message to end extinction but also remind audience members that DIRECTV offers subscribers a chance to become more aware of the issue by accessing the programming.
A carefully planned strategy that offers surprising data points can extend the reach of content beyond a brand’s existing consumers. To achieve this, we worked closely with DIRECTV and the Discovery Channel to ensure that our design and execution were in line with their core services and identities; the result was a significant boost in audience and brand awareness.
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