Chain of Command

About

This National Geographic series is an intimate portrait of the war against violent extremism, and the men and women devoting their lives to it. With unprecedented access to the U.S. Armed Forces, Chain of Command inhabits the rarely-glimpsed innermost sanctums of the Pentagon, the front lines of battlefields across the world, and even the cockpit of a fighter jet on a mission.

Impact Goal

Collaborate with military organizations to create a digital space where the film was discussed and common themes were developed in order to help generate an engaged audience.

Strategy 

  • Engaged 21 digital campaign partners 
  • We executed 2 highly successful digital initiatives: A Facebook Live with Blue Star Families that was promoted to a network of 77.5K members and a Twitter Chat with the Bob Woodruff Foundation and the Elizabeth Dole Foundation
  • Digital partners actively participated in the content series developed in conjunction with this campaign to publish 8 unique pieces of writing discussing the film

Results 

  • The Twitter chat reached 2.5M individuals, generating 16.9 digital impressions
  • The engaged audience of the Facebook Live was predominantly women, a minority demographic reached by National Geographic, allowing them to connect with a targeted audience
  • The content shared by digital partners cumulatively reached a total of 3.5M followers 

Watch the Trailer