We created the documentary The Power of Clean Water, and aired it on the same day March 22, 2018 (World Water Day) in 81 countries across the globe.

The documentary focuses on the story of three women from Indonesia, Kenya and Mexico whose lives are being transformed by the P&G Purifier of Water packets in different ways. For them, clean water means more time - for school, better health, and economic opportunities.

Building up to the documentary premiere and beyond, we had the following elements on TV and social media:

CHARACTER VIGNETTES:

An overview of the specific challenges each woman was facing due to the lack of clean water.

VR VIDEOS:

How do they fetch water? What happens in their communities? What does clean water mean to them individually? These questions were answered in 360 videos in which the audience felt transported to these communities, living under those circumstances.

PROMOS

The content and amplification was strategically defined by region. Together with NatGeo, we implemented a mix of on-air and Digital elements to generate as much reach as possible within the native NatGeo Channel platform, and cross-channel reach support (Latin America / Fox Networks channels).

Regions: Latin America, Africa, South East Asia - On-air Content

44 minute Nat Geo primetime native documentary "The Power of Clean Water"

:30s documentary Character Vignettes

:30s & :15s P&G CSDW retail call-to-action TV Spots

Documentary Tune-in Promo's

Region: USA - Digital Content (NatGeo website + Social):

Documentary hosting, video on-demand site

1 minute documentary Character Vignettes

VR/360 Digital Videos immersing the viewers into the individual character stories

Timeline:

February - March 2018, core amplification of media reach and documentary tune-in promotion.

March 22, 2018 globally coordinated "The Power of Clean Water" premier date.

March 22 - May 7, 2018. US digital plan amplification

In sum, as total media campaign + documentary airings we generated a powerful +250million audience impressions across National Geographic platforms, and +275million earned media impressions to date.

2.4million on-air "The Power of Clean Water" native Nat Geo documentary impressions across select territories in Latin America, South East Asia, and Africa. Equal to more than +1.8million native audience reached.

Consumer Opinion KPIs were boosted! In Latin America, research data confirms a 63% P&G brand lift in "Innovation". 28% lift in "Trustworthiness". Most impressive of all against P&G's core company value of improving the lives of the world's consumers, a 96% "Changing Lives" lift.

These awareness results served to ignite further excitement amongst NGO, retail, and government partners showing how P&G is taking their CSDW initiative to next levels of consumer awareness efforts regarding clean water issues affecting global communities.