Getting the Big Cats for National Geographic Kids

"GroupHigh has been a nice aid to our influencer marketing strategy, making it easier to find the influencer reach and information in one central location. It helps us identify the right influencers for our campaigns."
Caitlin Holbrook

Caitlin Holbrook
Communications Specialist

LinkedIn

Nat Geo Kids inspires young adventurers to explore the world through award-winning magazines, books, apps, games, toys, videos, events, and a website, and is the only kids brand with a world-class scientific organization at its core.

Highlights

  • National Geographic partnered with TOMS and together, the two brands gained awareness for their “big cats initiative” through blogger outreach.

 

  • Using GroupHigh, National Geographic is able to idnetify the right parenting bloggers to grow their projects.

 

  • Passion is key: dedication to the brands and causes spilled over in both blog posts and social posts.

Challenges

For their programs, National Geographic was looking to increase the use of influencers as well as show their value and worth for further programs.

National Geographic’s social team focuses on inviting influencers and bloggers by sharing cool products that have a story, and are part of making the world a better place. The TOMS/Big Cats campaign is part of this overarching strategy.

 

This year, Nat Geo Kids undertook a TOMS shoes giveaway that highlighted the National Geographic Big Cats Initiative (http://animals.nationalgeographic.com/animals/big-cats-initiative/). The TOMS tie-ins were limited edition shoes that were sent to influencers to review.

With the TOMS campaign, National Geographic was looking to raise awareness about the plight of big cats and had three platforms to use: National Geographic, TOMS and the networks of their influencer partners.

 

GroupHigh makes it easier for National Geographic to identify influencer reach and information in one central location. With TOMS, National Geographic worked with bloggers who were inspired by the cause. And it showed, with the enthusiasm from the influencers spilling over into their blogs and social media posts.

Solution

Partnering with new influencers helped augment and personalize the campaign with parenting influencers. National Geographic, TOMS and their influencers spread the word to their fellow parents and readers about the collection’s mission and shared personal anecdotes on how the TOMS paraphernalia fit into their family’s lives.

GroupHigh helped illustrate the power of bloggers as influencers, giving easy access to metrics that demonstrate bloggers’ reach and helping National Geographic advocate for influencer campaigns as part of its marketing and communications campaigns.