The goal for this campaign was to bring the iconic tentpole event to TikTok’s diverse and younger audience. The livestream tool was the perfect means to educate and inspire viewers about the importance of shark conservation in a real-time format.
Our strategy was to create immersive experiences. Each livestream provided evidence-based, expert-driven programming. The POV-style of the content was designed to fit TikTok's vertical format and facts were introduced through on-screen pop-ups or talent-led voiceover.
The 1st event was a trained diver's shark feeding in GA Aquarium’s Ocean Voyager. The 2nd followed a marine biologist's Bahamian dive to film with hammerhead sharks and the 3rd culminated in Shaq's encounter with a whale shark.
Our account grew by 26% over the course of these livestreams. Each drew at least 200K unique viewers. Discovery’s own TikToks received 36MM views and 6.2MM likes. #SharkWeek accumulated over 865MM views & over 320K UGC videos were created.