Solving Global Issues with XPRIZE
how digital marketing audits improved a global strategy
THE CHALLENGE
Managing social media for over 10 global projects at XPRIZE, a non-profit organization owned by Peter Diamandis and Anousheh Ansari, required a comprehensive marketing strategy to enhance visibility and engagement.
The existing digital marketing strategy needed improvements to better incentivize registrations, reach, and tone of voice in coordination with breakthroughs for the benefit of humanity. Specifically, overseeing the $100M XPRIZE Carbon Removal project, the largest incentivized prize in history, required a robust and innovative approach to ensure a successful global launch.
This brand had the budget and an online presence, but no clear strategy, tone of voice, or definitive reporting, while millions were being managed. XPRIZE brought me on board to improve their marketing ROI and clarify data for investors.
Not only did we see an 870% increase in traffic via Twitter, this was the only platform we could communicate with Elon Musk on.
Here's how my audit saved the day!
THE OPPORTUNITY
Upon joining XPRIZE, I conducted a detailed marketing audit to identify weaknesses and opportunities. By proposing and implementing a new approach, I aimed to leverage social media to significantly boost key performance indicators and user engagement.
Some opportunities included implementing cohesive UTM tracking, establishing monthly reporting, and re-evaluating the purpose of each platform’s presence. This strategy development encompassed copywriting, paid ads, email marketing, organic content, and comprehensive tracking and reporting.
Managing the global launch of the $100M XPRIZE Carbon Removal project, sponsored by Elon Musk, presented a unique opportunity to see our strategy through a macroscopic lens. With audits showing immediate improvements, by the time Elon came on board, we were two steps ahead.
THE IMPACT
The new strategy led to a substantial increase in performance metrics: impressions rose by 122%, engagements by 104%, and post-link clicks by 71.7%. User acquisition increased by 149%, and overall sessions surged by 135%, with social media-driven sessions increasing dramatically—870% from Twitter and 107% from Instagram.
Across all platforms and projects, I delivered exceptional results, surpassing targets, while maintaining budget. These results were the product of a digital marketing audit that drove a data-backed strategy followed by further analysis.
This led to better resonance and engagement between the brand and its audience, effective registration programs, and better-informed investors. Through multi-channel copywriting efforts, emails also saw higher open and click-through rates.
With a strong strategy in place and the results to prove it, when it came time to launch the $100M XPRIZE Carbon Removal project, we knew our audience better than before and were able to adjust and implement accordingly. The result was XPRIZE on the right platforms, at the right time, and engaging with the right people.
Of course, not every brand will have a multi-billionaire backing their business, but every brand CAN use social to make a difference.
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- Al Berry, Marketing Director at GreenRock Agency & XPRIZE
