National Geographic tasked the agency with executing a comprehensive social media strategy and social advertising campaign for multiple phases of the Free Solo campaign, running from August 2018 through March 2019. The sport of climbing is not mainstream and not well understood, and the Nat Geo was concerned the film's subject matter was too niche to appeal to broad audiences. Because of that, visual teasers and film trailers weren't going to get the masses to see Free Solo. There needed something more.

To create real conversation about Free Solo, a niche film about professional rock climber Alex Honnold attempts to conquer the first free solo climb of famed El Capitan's 900-metre vertical rock face at Yosemite National Park, the agency co-created a series of videos and social media posts alongside Alex and Jimmy Chin (director and producer). What better way to promote a film about a niche sport than through the film's protagonist and film's creative team themselves? All of the creative content developed was done so alongside them and their network of fellow climbers and athletes.

The agency implemented an “Inside Out” social strategy for the distribution of Free Solo.

Starting in early late August 2018, we engaged the climbing and action sports communities around early festival screenings. The agency developed a content sharing strategy specifically for stars in the outdoor sports community, organized theater tickets and events for outdoor influencers, hosted watch parties and more.

Core support for the film rapidly moved outward into larger public support for the film.

We executed social-based ad campaigns through Jimmy and Alex’s social channels, reaching intended audiences by using custom-built interest audiences at both international and theater-by-theater levels. Paid strategy continued through all stages of the films roll out: US, UK, IMAX box office and digital downloads and television launches.

We also operated the Free Solo Instagram channel, growing it to nearly 58,000 fans.

OVERALL CAMPAIGN HIGHLIGHTS

132.1 Million Reach

185.2 Million Impressions

10.24 Million Engagements

62.5 Million Video Views

665k+ Link Clicks to Ticket Sales

57.7K @freesolofilm Fans

1,300+ Posts Shared by 36 Channels

FILM ACCOMPLISHMENTS:

Free Solo is one of the top grossing documentaries of all time and #2 top grossing of 2018 (after Won’t You Be My Neighbor). It also won the Academy Award and BAFTA for best documentary. The film made $16.5M at the box office and the film is now ranked as the #1 all time documentary in iTunes.