National Geographic

 

Our blog for National Geographic will teach you something new about space, history, tech, health and more – every single day.

 
 
Year
2016 - now
Challenge
Engage the target audience of men aged 30-50 years, and increase the awareness and market share of the National Geographic TV channel.
Solution
A popular science blog with new, relevant articles 365 days a year, aiming to make the reader a little smarter every day.
 
 
Result
Growth of the Tv Channel in the two years we've been doing the blog, while many others channels has less and less views. It is difficult to measure effects directly, but the channel is doing better. The channel has over 50,000 new followers on Facebook.
Distribution
The articles and content were mainly distributed and shared via blog, Facebook video and various social media.
 
 
About the project

If you followed the Facebook pages of the TV channel National Geographic around 2013, you might have notice some changes.

The promotion of today's programs began to disappear in favor of weird, fun facts and pictures from the animal world and science - records that were both entertaining and informative. The number of followers and readers soared .

“ It all started when we started to share short, fun Facebook posts about all sorts of things in different field. It worked great” — says Beate Vaaje, digital project manager at Fox International Channels Norway, which then had just taken over the management of the television channel social media.

Gradually, the number of readers increased. But it was time to take the idea a step further.

An effecient strategy

National Geographic is a niche channel. The brand is also fantastically strong and gives credibility as the center of popular scientific content. When Natgeobloggen.no began in autumn 2014, the response was exceptional.

“ It went very well, very fast. We received 50 000 to 100 000 unique readers each month and won a Content Marketing Award for the blog of the year in early spring 2015, in competition with major other players in the field ” — says Vaaje.

The blog has, from the beginning, been written by NewsLab. It operates by independent news criteria, with verifiability, knowledge, humor and entertainment as significant and major factors.

“ We wanted to talk to people who have an interest in National Geographic programs, without talking about it. It was part of our strategy even before the content marketing appeal began. The idea was that readers should learn something new every day ” — says Vaaje.

A new audience

The target group is men between 30 and 50 years, with high education and high income. They read about space, history, technology, nature and psychology - and much else. The potential to find interesting stories, news and fun facts on topics like these are virtually boundless.

And it works. Some content has been seen by more than 300,000 person on Facebook.