Case Study: Mission-led social media for eXXpedition

Mission-driven social storytelling for all-women research voyages.

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

THE CHALLENGE

EXXpedition, a non-profit leading all-women, sailing, microplastic research voyages, sought to shift the narrative around who belongs in ocean science and exploration. I first joined the crew as the photographer and onboard content creator for the Pacific Leg 2, tasked with sharing real-time updates and findings during this remote stretch. Post voyage, they asked me to stay on with them and develop a social media strategy that would allow them to reach more people about the microplastic issue, showcase their ambassadors and gain support for their voyages. 

THE APPROACH

Onboard Content Creation
While onboard, I created content that highlighted our diverse crew and life at sea, helping to humanize the mission, amplify the voices of those involved, and increase engagement. I also produced daily Instagram Stories featuring real-time footage that explained our sampling methods and offered a glimpse into the day-to-day realities of ocean research. These stories captured both the scientific work and the personal journeys of each crew member, offering a balanced view of discovery, connection, and the raw beauty of life at sea.

Post-Voyage Social Media Strategy
After returning from the expedition, I continued managing eXXpedition's social media channels for a year until funding requirements shifted to UK-based staff. During this time, I built on the momentum we’d created, sharing follow-up content that celebrated the mission’s ongoing impact and kept the community engaged. This included progress updates, new research findings and reflections from past crew members, all of which maintained a strong connection to previous voyages.

A key focus of the strategy was uplifting women’s voices in the environmental space, given their disproportionate exposure to plastic-related toxins. I introduced shareable quote graphics—an innovative tactic at the time—to spotlight these voices and encourage conversation.

I also integrated sponsor-related content in a way that felt authentic and aligned with our messaging, blending it seamlessly into our broader programming. Alongside this, I created educational posts that addressed microplastic pollution, from dispelling myths and exploring impacts on women’s health and marine life, to highlighting sources and solutions.

Another major pillar of the strategy involved encouraging global participation, whether through promoting citizen science initiatives or showcasing the lasting effects of ocean plastic pollution. The blend of behind-the-scenes stories, educational insights and calls to action helped establish eXXpedition as a trusted voice in ocean advocacy.

Round the World Campaign

I worked with eXXpedition in the lead-up to their most ambitious journey yet: Round the World, the first global, all-women microplastic research voyage of its kind. I developed a slow-drip social media strategy that built anticipation by gradually revealing key details, announcing voyage legs and crew opportunities in waves,  steadily building momentum toward the official launch. I also leveraged emerging Instagram features to maximize visibility and stay ahead of algorithm changes.

With its groundbreaking nature and growing media attention, the campaign also attracted some negative commentary, ranging from doubts about women coexisting at sea to suggestions they’d get lost. I applied strategic reputation management throughout, stepping in to clarify or redirect conversations when necessary, and moderating the rest with care.

This approach built curiosity and gave the community a chance to grow with us. The content encouraged the audience to imagine themselves as part of the mission, and crew applications flooded in. While the voyage ultimately pivoted to a virtual format due to COVID-19, the campaign had already succeeded in capturing global attention and positioning eXXpedition as a bold and innovative leader in ocean advocacy.

THE RESULTS

In just one year, the social media strategy I developed tripled eXXpedition’s Instagram following and significantly expanded their global reach. Engagement increased across all platforms, driven by a thoughtful mix of educational content, personal storytelling and interactive campaign elements.

The Round the World campaign generated a surge in crew applications and media interest, establishing eXXpedition as a standout leader in ocean advocacy and science. Quote graphics and content from sea became some of their most-shared posts to date, while strategic use of new platform features helped us stay visible and ahead of the curve.

Through authentic storytelling, consistent community-building and proactive reputation management, I helped elevate eXXpedition’s voice in the environmental space and connect a growing audience to the mission of reducing ocean plastic pollution.