The videos clocked 192,000 views, 68% of which watched at least half the video, and 29.2% of those views watched the entire video.
The Promoted Trend achieved 2.56 million impressions that day. The videos in the First View campaign provided a total of 880,000 Tweet impressions, including 714,000 served to video starts. 188,000 of these were qualitative video views, where the video was onscreen for at least three seconds with 100% visibility.
“Storytelling is our passion,” explains Joost Waal, marketing coordinator at National Geographic Nederland. “This shines through in our short show trailers — the perfect content for First View. This advertising tool by Twitter is a wonderful opportunity for us to generate buzz and get the conversation going on the topic of our new series, ‘The Story of God’ with Morgan Freeman. Thanks to Twitter’s massive reach, we were able to get our show trailer out to a wide audience and create real social momentum.”
Because National Geographic used seven different videos in the First View campaign, they succeeded in keeping the content fresh and new. As a result, the the top three Tweets achieved a “100% completion rate” of over 38% on average.
As an added bonus, the account grew by 467 new followers and had 385 Retweets on the campaign day. It also accrued a considerable boost in organic reach.