National Geographic’s mission is to inspire people to explore and make a difference, illuminating our world. And Inspiration starts with engagement. In an unprecedented initiative to capture the Earth’s biodiversity, the National Geographic Society invited the whole world to take part in their Great Nature Project.
One of the largest initiatives that the brand has ever created, National Geographic needed clever Marketing to help reach their engagement goals. It was critical for the team to make participation as easy as possible-- no matter where you lived. Anyone with a mobile phone could post photos of plants and animals to social media platforms such as Twitter or Instagram using the hashtag #GreatNature. These posts were then aggregated onto the Great Nature Project website. Features were added to help showcase regions of the world via maps and specific country pages or hashtags.
Notable participants such as Michelle Obama, Selena Gomez, and Joe Jonas helped National Geographic achieve the Guinness World Record® title for the Largest Online Photo Album of Animals! The campaign also received web visitors from 211 countries, and support from more than 70 external ‘champions’ across the globe. Social Media produced an estimated 34M impressions for the project.
To date, the Great Nature Project includes more than 320,000 photos from all over the world, and will continue to celebrate our planet’s incredible biodiversity for years to come.