The media execution for this campaign was an expansion of the TV film itself. We focused on teasing out content from a website we developed, www.kennedyandoswald.com, that featured provocative images, infographics and video embeds. This content was precisely targeted, using Promoted Tweets to bring the moment in history to life in new ways. We also gave Twitter users unique access to behind-the-scenes content by promoting tweets from the social-media-savvy stars of the show, including Rob Lowe, Ginnifer Goodwin and Michelle Trachtenberg. Instead of using the NGC Twitter handle for the Promoted Tweets, we promoted the tweets of the stars themselves, which proved much more effective than having the network push out tweets.

• On the day of its premiere, 3.354 million viewers watched Killing Kennedy, capturing a 1.1 rating among adults between the ages of 25 and 54 and making it the network’s most-watched program ever

• During the telecast, the hashtag #KillingKennedy was the #1 trending topic on Twitter in the US, and the network’s website experienced record traffic

• With TV ad targeting, National Geographic Channel averaged a 10% engagement rate on Promoted Tweets (some tweets by the film’s stars reaching as high as 20%), a 110% increase over the network’s historical average engagement rate