Bringing the Arctic Deep Expedition to Life Through Social Media

The depths of the Arctic Sea remain one of the most underexplored regions on Earth. The Ocean Census Arctic Deep Expedition aimed to change that by sending a team of 36 scientists and media experts to survey and document the biodiversity of this remote marine environment. With such an unprecedented mission, the challenge was generating substantial media interest and keeping the public engaged every step of the way.

Our agency developed a comprehensive social media strategy to bring this historic expedition to life for audiences around the world. We started by creating a content library with engaging visuals, videos, and pre-written updates to ensure a steady stream of posts. We also prepared thorough Q&A documents to field any inquiries that arose.

To build excitement, we designed new branded graphics and an Instagram highlight showcasing the ship, submersible, and key expedition locations. A detailed community management plan was also implemented to promptly respond to comments and messages across platforms.

One of the most critical components was establishing direct communication channels with the team aboard the research vessel. We arranged a dedicated WhatsApp group for easy photo/video transfers and real-time updates from the field.

From the moment the ship departed Tromsø on May 3rd, our team was posting a steady stream of content chronicling the expedition's progress and amazing discoveries. We worked around the clock to amplify each leg of the voyage as the ship traversed diverse Arctic habitats like the Knipovich Ridge, Jøtul vent field, and Mollöy Deep — the deepest point in the Arctic Sea.

As the team explored with REV Ocean's deep-submergence vehicle, we shared awe-inspiring footage and images of species new to science. Every site exploration, sample collection, and breakthrough was captured through engaging posts that tagged partners like UiT The Arctic University of Norway.

By being in constant communication with the shipboard personnel, our team could nimbly adapt our content strategy to share the most compelling updates that brought followers into the heart of the action. We fostered a dedicated community who felt like they were along for the adventure, sharing each pivotal moment of discovery.

The Arctic Deep campaign was an overwhelming success, significantly expanding Ocean Census' audience while generating widespread media pickup. Across all platforms, the organization gained over 1,200 new followers who were captivated by the stunning Arctic imagery and immersive storytelling.

Our posts chronicling the expedition's progress garnered close to 160,000 total impressions. eye-catching video content like the teaser reel amassed over 32,000 views on Instagram alone. Thanks to this top-notch digital exposure, the expedition gained recognition from major science outlets like UN Ocean Decade and Oceanographic Magazine.

Most importantly, this comprehensive social media campaign advanced the protection of newly explored Arctic ecosystems. By allowing audiences to virtually join this pioneering deep-sea mission, we fostered critical awareness about the biodiversity threats facing one of the world's last great unexplored frontiers.

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“From the very beginning, the Meridian team has demonstrated a remarkable blend of professionalism, creativity, and dedication, making our collaboration not only fruitful but also immensely enjoyable. Meridian’s high level of expertise in the realm of social media strategy and execution has proven invaluable. The team’s ability to adapt to our unique needs and goals, coupled with their unwavering commitment to our success, sets them apart as a truly dedicated communications partner.”

       - Kira Coley, Head of Communications at Ocean Census