Our idea was to use the power of storytelling to connect viewers to the National Geographic scripted series "Genius," through a three-part animated video series that aligned with the key series themes. It was through this custom branded content, that we aimed to explain the innovative thinking behind formulas for three leading healthcare products.

Underpinning the challenges, we recognized a huge commonality between our two brands -- National Geographic and GSK Consumer Healthcare are both anchored in science, exploration and philanthropy.

With our “Genius Of” series closely aligned with GSK Consumer Healthcare’s mission (the need for science and innovation), our hunch was that the marriage between the genius of Einstein and the genius of the GSK Consumer Healthcare products would be a win for both brands.

Working with the writing team behind “Genius,” we produced three tailor-made brand stories that brought to life the science and innovation behind GSK’s signature products, titled: “Inspiration from Nature – Sensodyne,” “The Science Behind the Formula - Excedrin” and “Art and Science Drive Innovation – Flonase.”

Paired with powerful graphics, the videos married the revered with the revolutionary. By understanding the power of intuition plus inspiration, the relationship between science and art, and the lessons of nature, the films' voiceover posits that scientists today can create products which push the boundaries of our universal understanding -- all while delivering powerful products used in everyday life.

The character-driven stories correlated with key themes tied to the product brands, and captured consumer engagement through a full story arc and strategic “360” distribution across platforms and channels, including the Chasing Genius platform to further inspire and engage its global community.

Through this brand partnership, we connected the genius of science and innovation to the everyday – welcoming consumers and fans to do more, feel better and live longer.

Because of the way we married the show’s assets and key elements to create bespoke brand content, we were able to better educate consumers on product benefits, differentiation and relevance, resulting in double digit increases in brand recall and message recall. Specifically, message recall increased by 36%, 14% and 48% for Excedrin, Sensodyne and Flonase, respectively.

The branded content generated a total of 354MM impressions, 62MM custom content video impressions and 8M video views, and drove sales results throughout the series for each brand.

And most importantly, at the end of the program, Chasing Genius inspired nearly 3K game-changing ideas around health, hunger and sustainability, and the four winning ideas are on their way to becoming realities.

Sometimes we get to create award winning work that drives business, pleases clients and energizes agencies. Rarely, do we get to create programs that go beyond branding and selling and actually try to make the world a better place. This is one of those times.

National Geographic believes that “genius” can come from anywhere – and that through powerful storytelling, innovative ideas can become accessible to the masses. In partnership with GSK Consumer Healthcare, National Geographic created and shared stories of innovation, and provided real-life examples of how Excedrin, Flonase Sensimist and Sensodyne are inspiring “genius” today.

We initially designed the campaign to leverage GSK Consumer Healthcare’s sponsorship of our first-scripted series, “Genius,” to drive product superiority in an impactful, effective and contextually relevant way.

Though our challenges were complex -- communicating specific messages for each brand, staying true to GSK Consumer Healthcare's corporate mission, and of course increasing sales -- we planned to drive awareness for the innovation and the genius behind GSK Consumer Healthcare products by aligning custom content with both the broadcast franchise, and the concept behind it.

Our strategy was intended to differentiate GSK Consumer Healthcare products through emotive custom content that would foster strong relationships between audiences and the GSK Consumer Healthcare brands.

In spring 2017, National Geographic created a partnership with GSK Consumer Healthcare Products aligned with their first-ever scripted series, “Genius.” The partnership involved two main components: the first, a unique branding opportunity, and the second, the creation of a purpose-based digital platform, challenge and corresponding branded content, designed to turn ideas into catalysts for global, positive change.

Inspired by the series “Genius,” focused on the life and work of Albert Einstein, National Geographic aligned the genius of the GSK Consumer Healthcare brand with the genius of Einstein through a series of three custom brand stories titled, “The Genius Of.”

Through this content partnership, we aimed to leverage the narrative foundation that the series provided, as well as its audience of consumers already receptive to science and innovation storytelling – connecting themes within “Genius” to each brand’s attributes.