National Geographic Channel (@NatGeoChannel), an American digital cable and satellite television channel, is owned by the National Geographic Television & Film and the Fox Cable Networks division of 21st Century Fox. The channel airs non-fiction television programs involving nature, science, culture, and history and produced by the National Geographic Society among other production companies.
The challenge
To coincide with the 50th anniversary of the President’s assassination, @NatGeoChannel premiered its film Killing Kennedy. The television event traced the parallel trajectory of John F. Kennedy’s presidency and the life of Lee Harvey Oswald, culminating on the day when the paths of the two men crossed. Given the film’s broad appeal and buzz surrounding the anniversary, @NatGeoChannel wanted to pique the interest of new audiences beyond its usual non-fiction watchers.
The solution
To promote a new program, @NatGeoChannel typically turns to Twitter to build the online buzz that leads to tune in. But with Killing Kennedy, the network added TV ad targeting to the mix for the first time, extending the reach of its TV ads and connecting with the most receptive Twitter audience at the most relevant moment.
With TV ad targeting, the network delivered Promoted Tweets to Twitter users likely to have seen its Killing Kennedy TV promos across channels and during programs like NFL and college football games.
Two lives on a collision course. #KillingKennedy pic.twitter.com/k1QH9YtZ0a
— Nat Geo Channel (@NatGeoChannel) November 10, 2013
@NatGeoChannel and its agency Mediahub/Mullen focused on teasing out content from its website kennedyandoswald.com. Provocative images, infographics and video embedded in Promoted Tweets brought a moment in history to life in new ways.
“I have lived in a decadent capitalist society where the workers are slaves.” #KillingKennedy pic.twitter.com/FKU3wRdxQT
— Nat Geo Channel (@NatGeoChannel) November 4, 2013
The network also gave Twitter users unique access behind the scenes of the film by promoting Tweets from the social media savvy stars of the film including Rob Lowe (@RobLowe), Ginnifer Goodwin (@GinnyGoodwin) and Michelle Trachtenberg (@RealMichelleT).
Private behind the scenes pic from #KillingKennedy This Sun, NatGeo pic.twitter.com/hqDUfhyhFl
— Rob Lowe (@RobLowe) November 9, 2013
Mediahub/Mullen actively monitored performance and optimized content in real time based on what Tweets were generating the best engagement.
The death of an American President. #KillingKennedy pic.twitter.com/9UueGuFiR2
— Nat Geo Channel (@NatGeoChannel) November 8, 2013
“With TV ad targeting, we can now connect with people who are watching certain programs and seeing our ads. We are now able to reach the exact viewers we want in the exact moment that our programs are top of mind. This drives phenomenal engagement and efficiency.”
Katy Anadale,
Director Digital Marketing at National Geographic Channel.
TV ad targeting not only automatically detects when and where a brand’s commercials are running on TV, but also identifies people who tweeted about the program where the ad aired during that program. Synchronized Twitter and TV ad campaigns can make brand messages more engaging, interactive and measurable. In fact, during a handful of studies, users that Twitter identified as being exposed on TV and then engaged with a Promoted Tweet demonstrate 95% stronger message association and 58% higher purchase intent compared to users identified as being exposed on TV alone.
Learn more about how TV ad targeting lifts brand metrics and engagement.
The results
On the day of its premiere, Killing Kennedy attracted 3.354 million viewers, making it the network’s most-watched program ever. During the telecast, the hashtag #KillingKennedy was the No. 1 trending topic on Twitter in the U.S. and the network’s website experienced record traffic.
With TV ad targeting, @NatGeoChannel averaged a 10% engagement rate on Promoted Tweets, with some Tweets by the film’s stars reaching as high as 20%. That’s a 110% increase over the network’s historical average engagement rate. Even more impressive, the network was able to create this lift with an 82% decrease in cost.
Three keys to success
- Extend onto the second screen.
With TV ad targeting, @NatGeoChannel was able to connect with the right Twitter users when its trailers for Killing Kennedy were top of mind. “With TV ad targeting, we can see what messages are resonating most with Twitter users in real time and optimize Promoted Tweets that keep buzz building, campaign performance going strong and cost efficiency high,” said Laurel Boyd, VP digital media director at Mediahub/Mullen. - Engage with rich media.
Leading up to the Killing Kennedy premiere, @NatGeoChannel captured the attention of TV viewers with engaging visuals that brought to life the untold story of President Kennedy and his assassin. These images not only drew in viewers but also drove traffic to the film’s website.JFK & Oswald both traveled the world. But their paths only crossed once. #KillingKennedy pic.twitter.com/hYntgFYjnc
— Nat Geo Channel (@NatGeoChannel) November 4, 2013 - Amplify reach through influencers.
Twitter users love exclusive content. @NatGeoChannel promoted Tweets from the stars of the film to give viewers a unique access behind the scenes of Killing Kennedy. “For our network, what is always unique and powerful about Twitter is the open environment: Anyone can participate in the conversation. That means you can give viewers the opportunity to directly engage with celebrities in a way that sparks buzz and excitement,” says Katy Anadale, Director Digital Marketing at National Geographic Channel.