In 2017, we were challenged to create conversation around Blue Planet II - get a nature documentary genuinely talked about in youth culture, not just watched by people who'd already tune in.

As the sole creative, I made bespoke meme content tied to each episode and posted it across six pages, each themed to a different vertical of youth culture, timed to go live the moment each episode finished airing so it landed while people were still watching and talking.

By making the work feel like native social content rather than advertising, we turned moments from the series into highly shareable pieces that travelled organically through people’s feeds.

The campaign massively over-delivered, 'unheard of' increase in viewership for the series, generating 31.8 million reach, 14.2 million video views and 2.6 million engagements, with video views exceeding the original 700,000 target by more than 20×. The campaign was ultimately Highly Commended in the Best Viral Campaign category at The Drum Awards.