HISTORY Asia and its creative agency, GOVT Singapore, has released an online database of branded edutainment to precede the launch of the channel’s new, original documentary about migration – Human Journey: How The World Made America.
People were able to embark on their own journey of self-identity by retracing the stories behind their names, through a combination of 20 videos and picture galleries housed on the show’s microsite and shared on HISTORY’s Facebook page.
The content encouraged many to share and tag their friends and family members. The response was supported with social amplification from SGAG and an assortment of influencers (i.e. Michelle Chong, Preetipls, Munah & Hirzi), all of whom had their own unique take on the subject.
According to the agency, with the campaign being picked up on Mothership as well, the content has since garnered over 1.2 million views, enjoying an engagement of 50,880.
“In a sea of social content, everything starts to look the same after a period of time, especially when you’re marketing a cable network show on the web. Playing on surnames and names, something which all of us can resonate with, gave us an opportunity to earn immediate social currency from our audience and ultimately, increase interest in the show,” Aaron Koh, executive creative director, GOVT Singapore, said.