Social Campaign for Shark Week®
59, 867
Impressions
2,459
Engagements
2,123
Site clicks
30
Dorsal Fins Earned 😉
Project Date
June - July 2023
Industry
Education and Entertainment
Skills Used
Community Management
Copywriting
Social Listening
Collaboration
Description
Discovery Education partnered with Warner Brothers Discovery for Shark Week®, the annual week that brings everyone together to learn and celebrate the apex predator of the ocean: sharks! This campaign also kicked off the back-to-school season and gave teachers are jaw-some way to start the new year!
The Challenge
Build a social campaign that gets teachers excited for the back-to-school season, reminds them of Discovery Education's in-service resources, and drives them to tune-in to Shark Week®!
My Process
In partnership with the community team, we built a social strategy focused on engaging our audience and building excitement for the back-to-school season through timely, on-trend, pun-tastic content. During ISTE (The International Society for Technology in Education)–the Met Gala for teachers–we did a social-first scavenger hunt for all teachers attending. Throughout the scavenger hunt, we gave clues via our social channels on where to find our team to earn their "dorsal fin" (foam shark hats). This boosted our engagement, and made us the talk of the conference! We continued that momentum for the next weeks until Shark Week® by sharing on-brand content from our partners.
