Brand USA:
National Parks Adventure

Background

In celebration of the centennial anniversary of America’s national parks, Brand USA partnered with acclaimed filmmaker Greg MacGillivray on National Parks Adventure, a documentary narrated by Academy Award-winning actor Robert Redford. The film captures the splendor of America’s numerous national parks, following adventurers as they travel through grand mountains, canyons, and bodies of water.

Brand USA engaged Hylink to implement a strategic media buy campaign for the film, which was released in China on digital streaming service Youku, comparable to the western platform, YouTube. The campaign leveraged paid video feed ads, headline ads, and KOLs (key opinion leaders) to disseminate the film and its key messaging, and ultimately shattered all KPI benchmarks by generating a total of 52.3 million documentary views.

Creatives

Objectives

Drive traffic to the National Parks Adventure channel on Youku for Video Viewership from June, 22, 2017 through June 30, 2017.

Branding

The team aimed to instill in consumers the feeling of the national parks’ grandiosity by contrasting a “small” human figure with a massive image of a park on various banner ads. In doing so, the creatives were able to visually communicate the humble feeling that a person experiences when visiting the attractions.

Strategies

The campaign leveraged paid video feed ads, headline ads, and KOLs (key opinion leaders) to disseminate the film and its key messaging, and ultimately shattered all KPI benchmarks by generating a total of 52.3 million documentary views.

Key Results

50M
video views
102M
impressions
1.3M
clicks