Scaling Global Launch Strategy for XPRIZE

Strategic marketing leadership across 10+ global initiatives and prize launches

Impact at a glance:

Marketing strategy across 10+ global XPRIZE initiatives

Supported a $100M+ flagship prize launch

Increased clarity, consistency, and engagement at global scale

Built repeatable frameworks for multi-stakeholder campaigns

THE CHALLENGE

Managing social media and digital marketing across 10+ global initiatives at XPRIZE required a cohesive strategy to increase visibility, engagement, and registrations, while maintaining clarity and credibility at scale.

At the time, the organization had budget, ambition, and reach, but lacked a unified strategy across platforms. Tone of voice varied, reporting was inconsistent, and performance data wasn’t being leveraged effectively — despite millions in marketing spend.

This became especially critical during preparation for the $100M XPRIZE Carbon Removal, the largest incentivized prize in history, where a high-stakes global launch demanded clarity, consistency, and measurable impact.

XPRIZE brought me on to audit and restructure their digital marketing approach — improving ROI, strengthening audience engagement, and delivering clearer performance reporting for internal teams and external stakeholders.

Not only did we see an 870% increase in traffic via Twitter, this was the only platform we could communicate with our sponsor.

Here's how an audit saved the day!

THE OPPORTUNITY

I began with a comprehensive marketing audit to identify gaps, inefficiencies, and high-leverage opportunities across social, email, paid media, and reporting.

Key areas of focus included:

  • Establishing cohesive UTM tracking and standardized performance reporting

  • Clarifying the role and purpose of each platform

  • Aligning messaging, tone, and calls-to-action across campaigns

  • Improving conversion paths for registrations, sponsors, and partners

The strategy spanned copywriting, organic and paid social, email marketing, and analytics—creating a unified, data-backed framework that could scale across multiple global initiatives.

For the XPRIZE Carbon Removal, this audit-first approach ensured the launch strategy was grounded in audience insights, platform performance, and real-time feedback — allowing us to move quickly and confidently.

THE IMPACT

The results were immediate and substantial:

  • Impressions increased by 122%

  • Engagements rose by 104%

  • Post-link clicks grew by 71.7%

  • User acquisition increased by 149%

  • Overall sessions up by 135%

Social-driven traffic saw dramatic growth:

  • +870% from Twitter (X)

  • +107% from Instagram

Beyond topline metrics, the new strategy delivered:

  • Stronger resonance between brand and audience

  • More effective registration and participation programs

  • Clearer, data-driven insights for investors and sponsors

  • Higher email open and click-through rates through aligned messaging

When it came time to launch the $100M Carbon Removal prize, XPRIZE was positioned on the right platforms, at the right time, with the right audiences — supported by a strategy proven in advance, not guessed in the moment.

While not every organization has a billion-dollar sponsor, every brand can use an audit-led strategy to drive meaningful, measurable impact.

Ready to improve your marketing ROI by at least 30%?

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INTRO FORM

- Al Berry, Marketing Director at GreenRock Agency & XPRIZE

"Having worked with Grace, she is a diligent and progressive digital marketer with a strong focus on data-driven social media and analytics. Grace is both creative and adept at setting up the process and governance of all social media platforms, which in turn have achieved proven results and surpassed targets. She brings energy and passion to the work which is an added benefit to any team."

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