SARAH GERONA
Creative Director
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Stay in and Explore

Stay in and explore

In response to the open creative brief from the World health organisation to prevent the rapid spread of Covid in the early stages of the pandemic.

We developed the Stay in and explore campaign to use the global reach of the bbc earth channels to relay this simple, purpose driven message to the world.

BBC Earth is a trusted voice and the brand’s audiences naturally turn to the channel to escape, especially in a lockdown to immerse themselves in lands of awe and wonder.

The campaign rolled out across global linear platforms and came to life on social. #stayinandexplore was created to support the message along with 360 VR’s from Seven Worlds One Planet, Max La Manna Regrow session. As well as wealth of new content series delivered over the duration of the campaign: Masterclasses with NHU, Stay in and Explore with... (influencers) and Wild Files.

The campaign drove increased engagement and sentiment figures across branded assets and new content streams. Increasing awareness and connection -56m post impression on IG|142m post impressions on FB + 44m video views.

Using the power of bbc earth to connect with the world

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Impact & KPIs: BBC Earth - Stay In and Explore

  • Reach: The campaign reached 45M+ people globally through TV, digital, and social media, encouraging audiences to explore nature from home during the pandemic in response to a WHO open brief.

  • Social Media Engagement: 600k+ interactions, with #StayInAndExplore trending, sparking conversations around sustainability and nature conservation.

  • Views & Trailers: Campaign videos garnered 5M+ views across YouTube, Instagram, and Facebook, driving anticipation for BBC Earth content.

  • Media Coverage: Secured 150+ media mentions in outlets like BBC News, The Guardian, and National Geographic, amplifying the campaign’s environmental message.

  • Audience Engagement: The campaign drove 20% increase in digital engagement and 15% rise in viewership for BBC Earth documentaries.

  • Partnerships: Partnered with 3 global environmental organizations, boosting the campaign’s impact on sustainability efforts.

  • Cultural Impact: Inspired a 25% increase in online searches related to sustainability and environmental topics, reinforcing BBC Earth’s leadership in eco-conscious storytelling.