TED Countdown needed to make a splash, with a live post-pandemic event on climate change in Edinburgh and its attendant livestream.

Influencers can bring along their audience to new topics, as long as they are prepared.

Digital engagement and livestream viewership spiked with Grey Horse’s strategic cultivation of influencers and utilizing the TED social accounts and paid social promotion. Thanks to Grey Horse’s strategy and implementation, TED added over 5,600 new newsletter subscribers, nearly 4,000 new Instagram followers, and drove tens of thousands of viewers to its livestream.