Partnership:

P&G and National Geographic

Description:
Procter & Gamble teamed with National Geographic for a partnership spanning multiple platforms, including a documentary series titled "Activate."

The six-episode documentary series premiered in Fall 2019. "Activate" focused on several different issues stemming from poverty such as sanitation, education, racial bias, responsible sourcing and more. It featured celebrity appearances by Rachel Brosnahan, Hugh Jackman, Usher and Uzo Aduba as well as several other famed activists.

The partnership included a multi-page feature in National Geographic's September magazine issue.

It was promoted across social media platforms with digital articles and posts from P&G brands including Tide, Always, Charmin and Head & Shoulders. National Geographic also marketed the partnership across its various promotional channels.

Partnership Opportunity:
P&G/CPG
Partner/Category:
National Geographic /Television
Timing:
February 1st Quarter 2019
Target:
Male
Female
Tweens
Teens
Family
Adults
Promotional Elements:
Branded Content
Media Elements:
Mobile
Online
Social Media
TV Spot
Celebrity Appearance / Endorsement
Created On:
2020-11-30
Last Modified on:
2019-02-11
Companies Involved
Tuck

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