The client, global space and defense technology company Northrop Grumman, sought to build awareness of its dedication to sustainability through its initiative, Technology 4 Conservation (T4C). The initiative puts Northrop Grumman’s high-tech expertise to work on a number of environmental issues through partnerships with conservation groups.
Our captivating documentary-style video, Defining Possible Beneath the Bay, shows how Northrop Grumman partnered with The Chesapeake Bay Foundation to help save a keystone oyster species at risk of extinction due to overfishing and pollution. The species is critical to the health of the bay’s ecosystem. Lending its expertise and development of innovative hardware, Northrop Grumman has enabled the foundation a way to closely monitor the population of these oysters, as thought leaders from both organizations explain in the video. Our program provides the Wall Street Journal audience a thoughtful, inside look at the Northrop Grumman they most likely haven’t seen—one that is enthusiastically committed to doing what it can to save the environment, both locally and globally.
Defining Possible Beneath the Bay demonstrates how seamlessly custom content can be developed when all parties have a common goal and vision and a collaborative partnership from start to finish. We worked extremely closely with Northrop Grumman on determining the storyline, tone and chronology of our two-day shoot beforehand, so that the shoot itself, as well as post-production, went smoothly.
To tell the story of how private and nonprofit worlds can work together to protect a vital species inspired us all, and this inspiration fueled our creativity and enthusiasm throughout the development of the film. The end result was something we and the client are deeply proud of and that has deeply engaged and moved our audience across all platforms.
In its first week live, the video had already exceeded its view goal by 9x with completion rates 44% over benchmark, demonstrating that the target audience is deeply engaged with this story. The strong performance is generated from contextually and audience targeted video placements promoted across WSJ and Barron’s Group sites and extended across social platforms thereby driving a qualified audience from senior IT and Operations professionals.
