National Geographic
Worked with National Geographic to help launch the premier of Running Wild with Alex Honnold and Bear Grylls.
Athlete & Campaign Strategy Director
ROLE
THE GOAL
Activate a team of high-profile athletes to share the Running Wild premiere across their social channels, amplified by a customized paid media campaign driving audiences to the episode landing page.
THE NUMBERS
9 Athletes
14 Posts (contracted 10, delivered 14)
3,426,400 Reach (contracted 750K, delivered 3.4M)
126,635 Engagements
3.70% Engagement Rate
63,842,029 Total Impressions
PAID ADVERTISING INSIGHTS
Instagram Stories proved to be the most efficient channel with a CPM of $0.52. The 18–34 demographic drove the strongest reach, driven largely by Alex Honnold's audience size and the performance of Stories as a format.
The Result
Contracted 10 posts. Delivered 14. Contracted 750K reach. Delivered 3.4M. 63 million total impressions on a primetime premiere campaign built entirely through athlete channels and paid social.