Animal Planet was launched in 1996 with a mission to be "the world’s only entertainment brand that immerses viewers in the full range of life in the animal kingdom".
- Client Discovery Communications
- Role Case Study
- Date 2016
In 2008 the brand launched a new campaign with the tagline "Surprisingly Human" to support the networks shift away from documentaries in favor of reality television. The rebrand was not received well, and the channel has struggled to provide a cohesive identity since.
-Provide a clear/cohesive brand identity & mission
-Translate cohesive brand identity to social media sites
-Provide more interaction with social media
-Pay more attention to the people who watch
-Stop selling fiction as fact
↓ 16.8 Million
viewers between 2008 (47.19 Million) and 2017 (30.39 Million).
46.1% aged 50+
18-34 year-olds account for 27.8%, and 35-49 year-olds account for 26.1%.
audience, with 49% female. "River Monsters" is also a top show.
subscribers internationally, with 94 million here in the U.S.
pet industry can be capitalized on with shows like "Too Cute".
↑ 10 Million
viewers tune in on Super Bowl Sunday to watch the "Puppy Bowl".
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