ENDURANCE22: REDISCOVERING SHACKLETON'S LOST SHIP.
29 MILLION+ VIEWS
10 MILLION ACCOUNTS REACHED ON X
40+ INTERNATIONAL BROADCAST INTERVIEWS
In February 2022, an ambitious expedition set sail to locate the wreck of Endurance, the legendary ship of Sir Ernest Shackleton, which sank beneath the icy Weddell Sea in 1915. The search, organized and funded by the Falklands Maritime Heritage Trust, became one of the most extensive and innovative digital and social media campaigns ever executed around a historical project.
The expedition was led by polar explorer Dr John Shears, with Mensun Bound as Director of Exploration and Nico Vincent as Manager of Subsea Operations.
The project brought together various parts of Little Dot, including History Hit (an SVOD, social media and podcast service for history lovers), our Network of owned-and-operated YouTube and social channels), Creative Production Services, Unscripted TV Development and Marketing and Press.
The campaign was strategically designed to engage global audiences, educate and inspire an interest in history in young people, and present the expedition’s groundbreaking discoveries in dynamic and accessible ways.
Objectives
The Endurance22 campaign set out to:
- Deliver a global digital storytelling strategy that would engage diverse audiences.
- Bring the expedition to life in real-time, reaching beyond traditional media outlets.
- Develop tailored content that appeals to various interest groups (history, environment, technology, extreme travel, etc.).
- Ensure the widest possible reach, leveraging both Little Dot's owned channels and partnerships.
- Create an educational impact, making the story accessible to students and teachers worldwide by partnering with The Royal Geographical Society and Reach The World.
Strategy and Execution
To maximize engagement, we implemented a multi-platform, multi-format approach that combined live content, behind-the-scenes storytelling, and strategic partnerships.
Live Coverage and Social Media Innovation
FIRST EVER TIKTOK LIVE STREAM FROM ANTARCTICA
Promoted via TikTok's 'Discover' hub.
EXCLUSIVE COLLABORATIONS WITH TIKTOK
500+ SOCIAL MEDIA ASSETS
Across History Hit, Little Dot Network channels and specialist interest platforms.
TAILORED STORYTELLING ACROSS OUR OWNED AND OPERATED NETWORK
From environmental coverage on Earth Stories to engineering insights on Spark.
INTERACTIVE ENGAGEMENT STRATEGY
Using audience feedback and analytics to refine content in real-time.
PR and Traditional Integration
- A coordinated media blitz on the discovery announcement, ensuring it became a global news event.
- 40+ international broadcast interviews facilitated with key members of the expedition team.
- Collaboration with the Royal Geographical Society and Reach the World to create and distribute educational content.
- A documentary film crew was embedded on the expedition to capture exclusive footage.
Multi-Platform Content Production
- SVOD, social, podcast, and email marketing campaigns driving engagement.
- A highly successful podcast series documenting the expedition in near real time.
- Video content ranging from short-form TikTok clips to high-end documentary production.
- Diverse storytelling across topics, including maritime archaeology, extreme exploration, and cutting-edge technology.
The Results
The campaign's impact was extraordinary, reaching millions across digital and traditional media:
29 MILLION+ VIEWS AND LISTENS ACROSS LITTLE DOT CHANNELS.
DAN SNOW'S TWEET ABOUT THE DISCOVER REACHED OVER 10 MILLION ACCOUNTS.
ENDURANCE22 WAS A LEADING GLOBAL NEWS STORY WITH EXTENSIVE MEDIA COVERAGE.
HISTORY HIT WAS THE PRIMARY MEDIA PARTNER, SOLIDIFYING ITS REPUTATION IN HISTORICAL CONTENT.
WIDESPREAD AUDIENCE ENGAGEMENT, FROM STUDENTS TO ADVENTURE ENTHUSIASTS.
Long-Term Impact and Future Developments
The discovery of Endurance was not just a moment in time; it was the beginning of an enduring legacy that contributed to history and vital research on the health of the planet. In collaboration with National Geographic, our footage and the discovery expedition has been turned into a feature-length documentary for National Geographic Documentary Films, which premiered at the London Film Festival to 2500 people, followed by screenings in 100 theatres across the UK and Ireland and is available globally on Disney+. The documentary, directed by Academy Award winners Chai Vasarhelyi and Jimmy Chin (Free Solo, The Rescue) and BAFTA-nominated director Natalie Hewit, and produced by Little Dot Studios, History Hit, Consequential LLC and Little Monster Films, brings the incredible story of Endurance22 to audiences worldwide.
Through strategic content creation, innovative partnerships, and an unparalleled storytelling approach, the Endurance22 expedition successfully reignited public interest in one of history’s most legendary survival stories while pushing the boundaries of digital engagement for historical exploration.
The past was rediscovered - and shared with the world like never before.