Nat Geo: Explore for Yourself
National Geographic’s subscriber base skewed older, so they set out to increase subscriptions among younger audiences, specifically Millennials. At Nomadic, we developed Explore for Yourself, a creative platform that changed Millennials’ misperception of National Geographic as that magazine on their grandparents’ coffee table. Through a series of digital-first campaigns, we demonstrated the value of a digital subscription and encouraged Millennials to pursue their interests on their terms—highlighting the features and content that appealed to them.
+20 points
increase in share of Millennial subscribers
-18 years
decrease in average subscriber age
4x
share increase in subscribers under 44
Explore for Yourself
There’s no fun in being told how to think. The magic is in learning, discovering, and forming your own opinion. It’s in looking at an issue from every angle, engaging with different perspectives, and leaving room for interpretation. National Geographic doesn’t come with an agenda—only an invitation to join us as we traverse the planet and leave no stone unturned.
Curious about what goes on in an alien hunter’s observatory? Step inside and see for yourself. Want to know why Okinawans are some of the world’s happiest and healthiest people? Meet some local residents and hear for yourself. Ever wonder what a future without trash would be like? Learn from an environmentalist and imagine for yourself.
With a digital subscription and unlimited access to unbiased stories and captivating photography, you’ll always find a new point of view to consider. There’s so much to see, examine, and understand in this world. So, go ahead, explore for yourself.