We highlighted the groundbreaking partnership between P&G and the Royal Botanic Gardens, Kew in London to verify the naturally-derived botanicals that go into Herbal Essences’ new bio: renew line of products.
We worked alongside Nat Geo Studios Branded Content team and our series production partners at Pilgrim to develop the series and pull off a worldwide production documenting the important work of botanists to unlock the power of plants. With unprecedented access to the experts, locations, and research, we gave viewers a deeper look at plants and the role they play in our everyday lives through the lens they know and trust on National Geographic.
LONG-FORM BRANDED PROGRAM
SERIES DEVELOPMENT + LOGISTICS
We traveled the globe to find the origins of real botanicals like argan oil in Morocco and aloe in Texas, seeing how they make their way to Kew in London to be verified and ultimately into everyday applications like the hair and beauty products from Herbal Essences. In just over a month, we mapped out the storyline, secured international permits, and assembled our doc-style crew to pull off a multi-country shoot without a hitch.
BRANDED CONTENT PROMO CAMPAIGN
The multi-platform branded content campaign included a 30 minute branded special airing on National Geographic, as well as social and digital content that blanketed their O&O sites across Facebook, Instagram, Snapchat, and native websites. In addition to a :30 custom vignette to promote the linear premiere, we created :60s and :15s exploring the naturally derived ingredients histidine, aloe, and argan oil. Custom Snaps and Instagram Stories rounded out the 360 marketing approach, along with a very special custom Goat emoji on Twitter to promote the show.
HERBAL ESSENCES COMMERCIAL
After production ended, P&G came to us to create a stand-alone :15 commercial using the content we captured to further Herbal Essences’ message of why plants – and botanicals – matter to everyone.