Virgin Galactic needed to deliver maximum impact for their global livestream of Unity 22’s first fully crewed flight, marking the first time a spaceflight company founder had travelled on his own ship into outer space.
The Brief
The Insight
Using a decentralised distribution approach, brands can drive exponential live views and engage with audiences better. This many-to-many strategy enables huge social footprint that brings in new audiences through the channels they trust.
The Solution
We worked with Virgin to identify 78 global brand channels to stream live – customised across location, language, and format – in addition to Virgin Galactic founder Richard Branson on his personal Facebook, YouTube, TikTok, and Twitch channels.
The Result
Using this decentralised distribution strategy, delivered 12 million viewers to the live event, uniting the global Virgin brand audience. One channel saw 1 million concurrent viewers, with the whole event accumulating 17.5m views by the time Unity 22 was safely back on the ground.
