National Geographic

The Challenge – Fire of Love had the potential to engage audiences beyond traditional National Geographic enthusiasts by weaving a captivating love story with the raw power of nature. There was an opportunity to use this unique narrative to attract a broader, emotionally invested audience while reinforcing National Geographic’s reputation for stunning, thought-provoking documentaries.

The Insight – The goal was to launch Fire of Love in a way that would enhance audience affinity for National Geographic, making the brand more appealing to both cinema-goers and streaming audiences. Our strategic approach was a dual-release strategy—premiering the film in cinemas to offer a breathtaking cinematic experience while simultaneously launching on Disney+ to maximize reach and engagement with a global audience.

The Solution – As Head of Marketing, I spearheaded a comprehensive campaign to promote Fire of Love in cinemas and on Disney+. We leveraged the film’s stunning cinematography and emotional story, creating trailers and content that emphasized the Kraffts’ love and passion for volcanology. The strategy included a high-profile premiere at the Sundance Film Festival, strategic partnerships with influencers, and social media campaigns that highlighted key themes of science, nature, and human connection. We also engaged media outlets to amplify buzz around the dual launch, positioning Fire of Love as a must-watch event.

The Impact – The dual release strategy paid off: Fire of Love captivated over 5 million viewers on Disney+ in its first month and performed exceptionally well in theaters, drawing audiences eager for a cinematic experience. The film received critical acclaim and numerous accolades, including Best Documentary at the Critics’ Choice Awards and an Academy Award nomination. With over 30 million social media impressions, the campaign sparked widespread discussions and boosted National Geographic’s brand affinity, appealing to both nature enthusiasts and new viewers who were inspired by the Kraffts’ extraordinary journey. This strategic launch successfully expanded National Geographic’s reach, reinforcing its commitment to storytelling that explores the beauty and power of our world.