The Push Team joined the SeaWorld family in February of 2014 when the company was defending itself against the film Blackfish. Airing on CNN in October, 2013 and later picked up by Netflix, the film—driven by activists—became a centerpiece of social communication about the company. Volume was so high on Facebook and Twitter the company could not penetrate the conversation in a meaningful way.
The Push team decided on several strategies designed to (1) help push back against the inaccuracies of the film, (2) solidify a fanbase eager to defend the company and (3) to break through the noise with SeaWorld’s compelling story of animal rescue, rehabilitation and veterinary care.
- Directly engage the moveable middle of people talking about Blackfish.
- Organize and activate a large fanbase willing to say positive things online.
- Build a platform dedicated to telling SeaWorld’s story of animal care and conservation.
- Ramp up social media activity with brand-related content.
- Promote key messages to targeted influencers and consumers.
Having helped SeaWorld to build a massive and highly creative digital communications program, Push is continuing to help SeaWorld to “turn the parks inside out” by bringing fans and the general public behind the scenes to view animal rescues and releases, to show them the love and care that the animals receive and to connect people to the important roll facilities like SeaWorld play in preserving wild animals and their habitats.
- 1,482.5% increase in website traffic
- 70% increase in Twitter followers
- 145% increase in Facebook likes
- 733% increase in Instagram followers
- Emails helped increase engagement by 507% views on YouTube
- 108% Twitter RTs
- 140% Facebook shares
- Targeted ad impressions—nearly 400,000,000