We co-created a campaign rooted in cultural nuance — and broke viewership records.
The project
A project focused on promoting Knowledge Network’s new documentary series entitled “British Columbia: An Untold History”. AndHumanity not only focused on promoting the series, but also recovered the client’s reputation by relying heavily on inclusive processes and engaging with underrepresented communities. Beyond the project’s traditional deliverables to promote the series, this endeavour also included reputation bolstering, thought leadership, and brand strategy and positioning.
Our unique approach
After being called out by the film industry for a lack of diversity in its funding, Knowledge Network reached out to AndHumanity to promote their new documentary series. Our overarching objective was to achieve strong viewership numbers for the documentary series, but they especially wanted to focus on diverse audiences which is what the docuseries focused on all the while balancing being recently called out. Rather than focusing on an overarching traditional trailer that would blanket across all demographics (which is what the client usually focused on), we adhered to our principle of telling “deep stories” rather than “wide stories” which meant digging deep into the cultural nuances of each of the underrepresented communities featured in this docuseries, and including them in the co-creation of the inclusive marketing strategy and campaign.
This campaign showed an incredible return on investment and became one of Knowledge Network’s most viewed programs ever – all thanks to a high amount of organic PR coverage and positive social uptick, which also resulted in repairing a lot of their reputation after the call out.
Deliverables
- Community Engagement Research
- Analysis and Insights Reporting
- Integrated Marketing and Communications Strategy
- Campaign Ideation
- Campaign Co-Implementation
“The AndHumanity team were invaluable to a marketing initiative of ours [at Knowledge Network]. We could not have experienced the positive results and outcomes of this campaign without their guidance. Even more than this, our MarComm team grew so much from all the insightful JEDI lessons AndHumanity provided along the way. Learnings that we will continue to hone for life.”
— Linton Chokie, Marketing Lead
