Case Study: eXXpedition

Mission-driven social storytelling for an all-women ocean voyage

Client: eXXpedition
Project Focus: Social Media Strategy & Content Creation
Industry: Ocean Advocacy, Science, Non-profit

The Challenge

eXXpedition is a pioneering all-women sailing voyage focused on researching ocean plastic pollution and shifting the narrative around who belongs in ocean exploration and science. I joined the crew as both an onboard content creator and social media lead, tasked with managing the brand’s online presence during our Pacific leg — one of the most remote stretches of the Round the World voyage.

The challenge wasn’t just documenting the mission — it was amplifying the voices of 300 diverse women scientists, sailors, artists and changemakers from around the globe, all while navigating real-time storytelling from the middle of the ocean. Compounding this was a wave of online misogyny, with people openly questioning the crew’s abilities and the validity of an all-female expedition. Crisis PR skills became part of the job — shaping messages that reframed the conversation, held space for solidarity, and kept the focus on science and solutions.

The Approach

We introduced each crew member through short bios and shareable quote graphics — a now-common tactic, but new at the time — to highlight their voices and boost reach. These personalized posts helped humanize the mission, while increasing shares and engagement. My goal was to create content that felt personal, authentic and empowering — from life onboard to the challenges of sailing through microplastic slicks.

I created daily Instagram stories with voiceovers and in-the-moment footage, plus short videos explaining our sampling processes, life at sea, and the findings we were uncovering. We spotlighted the science in a way that was digestible and visual, while also making space for crew reflections and behind-the-scenes life on board — the seasickness, the joys, and the sense of purpose.

Round the World Campaign

Before stepping onboard, I also led the launch of the eXXpedition Round the World campaign — the first global, all-women sailing mission of its kind. I built out a slow-drip social strategy that revealed key details over time, teasing the scale of the voyage, announcing legs and open crew calls in waves, and building momentum toward the official announcement.

This approach built intrigue and gave the community space to grow with us. The content invited the audience to dream alongside the team, and crew applications poured in. Although COVID-19 forced the voyage to pause, the campaign had already succeeded in galvanizing global interest and positioning eXXpedition as a bold, innovative leader in ocean advocacy.

The Results

The campaign tripled eXXpedition’s Instagram following and significantly increased engagement across platforms. The quote graphics became some of the most widely shared content, boosting the visibility of individual crew members while driving mission awareness. The tone of the online space shifted — from doubt and defensiveness to empowerment and inclusion — and the community that formed around the campaign was passionate, informed, and action-oriented. eXXpedition’s channels became known as a source of inspiration and science-backed storytelling, and the organization’s voice in the ocean plastic movement was both amplified and deepened.