The video was documentary style and followed Commander's travels every step of the way from the Seattle Aquarium to Boston. Then we promoted the video, blog, photos and media b-roll promoting the importance of the shipment, in a light-hearted way to tie into the Valentine's Day weekend.

The timeline was loose when the Aquariums approached us. For both FedEx and the Aquariums to get some attention, we thought the hook of shipping during Valentine's Day would be a nice touch.

We documenting the move in every way, then along with a press release we provided b-roll, photos, the brand journalism video for traditional and social pick-ups.

The story earned 41 broadcast mentions, reaching an estimated 14 million+ TV viewers and 200,000+ online viewers with a publicity value of more than $600,000. All stories mentioned FedEx as the enabler for the important move, and featured FedEx imagery and branding.

Notable mentions:

ABC World News Tonight – segment discussed conservation and breeding collaborations between zoos

Local market coverage in Memphis, Boston and Seattle

Picked up by AP Video

Used in both Europe and MEIA regions

It was also popular in social media:

Good Morning America also tweeted the story twice to its 2,500,000+ Twitter followers, and it was re-tweeted more than 120 times and favorited more than 130 times. GMA also posted it on their Instagram account, followed by more than 325,000 people.

See all of the social posts here: https://storify.com/FedEx/464edbb484709be7121d40faf5b63ac8

New England Aquarium also featured Commander’s video and story on their blog and YouTube pages.