Seinfeld Has a New Home; Nat Geo’s Climate Change Strategy: Tuesday’s First Things First

Plus, how marketers should be using Facebook groups

Sony created a Seinfeld pop-up to celebrate the show's 30th anniversary. Netflix announced Monday that it won the rights to the show for 2021.
Sony

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Top Story: Netflix Snaps Up Seinfeld

With Netflix losing Friends and The Office, its two most-watched titles, to rival services in 2020, it’s a Festivus miracle for the streaming giant to land all 180 episodes of Seinfeld.

It’s a five-year deal to house the classic sitcom, which currently calls Hulu home. Sony had helped raise the show’s profile this summer by enlisting brands like Drake’s, Junior Mints and the New York Mets to celebrate the show’s 30th anniversary.

Read more: Learn more about Seinfeld’s impact on Hulu and Netflix as the streaming wars rage on.

How National Geographic’s Shows Tackle Climate Change

The National Geographic brand has been covering climate change for more than five decades, but it’s only been three years since the National Geographic network, which debuted in 2001, has embraced the topic as a central component of its TV strategy.

But how does an apolitical network cover such a politicized topic? Stick to the science, according to network president Courteney Monroe. TV editor Jason Lynch spoke with Monroe for an in-depth conversation about the network’s evolution on climate change programming.

Here’s our most recent Covering Climate Now coverage:

How Social Media Marketers Found Success With Facebook Groups

If there’s one thing Facebook is known for (besides its new dating app feature), it’s pivoting. First it was videos and now it’s groups, and while some social media marketers fell behind, others used the groups as a way to roll with the social media giant’s punches.

Case and point: One marketer utilized the group as a safe space for foodies to connect to a food brand and saw explosive growth as a result.

Read more: Here’s how social media marketers are refreshing their social marketing strategy with Facebook groups.

Just Briefly: The rest of today’s top news and insights

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Ad of the Day: An Epic Search for Habitable Planets Reminds Us What We Take for Granted

The 2014 film Interstellar showed us the lengths humanity might need to go to if we must find another habitable planet. Now an ad from agency Gut continues the theme, making the point that we already have everything life requires—but often take it for granted.

Cinematic and thought-provoking, the spot promotes how Latin American ecommerce company Mercado Libre is highlighting sustainable products being sold on its platform.

3 questions on sustainability with Shreya Mukherjee, svp, group strategy director, social impact practice lead, Deutsch NY

What role can ad agencies play to curb climate change?

As the architects of persuasive communication, it falls on us to energize our efforts towards framing the climate crisis in a way that moves minds and helps change behavior. We are at a decisive point looking straight into an impending catastrophe. How can we urge and persuade our clients to build more sustained, active efforts to truly offset their footprint that connects with the Intergovernmental Panel on Climate Change goals? Move beyond hollow social media driven checkboxes? We need to move from awareness only to action-oriented programs. We must make it easier for consumers to go from intention to action. We need to create a collective movement. The one-off campaign or a pro-bono effort is a tactic of the past.

If a brand doesn’t have a plan to become more sustainable, do they risk alienating the next generation of consumers?

I think the words of teen climate advocate, Greta Thunberg is a clear indicator of the mindset that will mainstream soon. Her quote is telling of what this generation expects from leaders, especially business leaders: “I want you to feel the fear I feel every day. And then I want you to act. I want you to act as you would in a crisis. I want you to act as if our house is on fire.” Source tracking for example, is becoming a mainstream trend. Consumers want to wear, eat, be around the change they want to see. Generation Z is believed to be one of the most socially-conscious generations to date. Any brand that sits on the sidelines is a brand that has lost touch with today’s striking reality and its impact on tomorrow’s buyer.

What can companies do to be more transparent about sustainability?

Not embed their efforts on the CSR section of a website page that is hard to track down. A company’s ‘impact on planet’ message needs to be front and central to their brand identity.

Let us know what you’re doing to fight climate change

Have you created a compelling creative campaign to raise awareness? Or maybe your office is doing something unique to cut your carbon footprint.

Let us know. Email me at jameson.fleming@adweek.com with what your company is doing.

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