Launching a new space age
SOCIAL CAMPAIGN • SOCIAL STRATEGY • COPYWRITING • ART DIRECTION• TOV DEVELOPMENT
Virgin Galactic had one mission — to make space travel accessible to all. It was planning to launch the world’s first commercial spacecraft, the Unity 22, and wanted everyone to tune into this historic event. We were tasked with a goal of 5 million+ streams during the liftoff, as well as building audience excitement and intrigue. I helped lead the creative team with crafting a social campaign that promoted the launch as well as developing a cohesive TOV across all channels.
The event drew in more than 59 million total views across across Youtube, Facebook, Instagram, Twitter, Reddit, and TikTok.
We surpassed our initial goal of 5+ million total livestream views, drawing more than 59 million streams total.
See more campaign highlights ⮕
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We saw a +75.6% follower increase (+264K users) on Instagram and +4,744% follower increase (+103.3K users) on Facebook.
On Facebook alone, we reached over 70.7M users and had over 6.3M in engagement.
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Virgin Galactic’s TikTok channel grew +401.4K followers throughout the pre-launch campaign, with a +999% growth rate.
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Virgin Galactic’s Youtube channel increased by +318K subscribers, with over 8.1M unique views.
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On Reddit, VG saw over 1.9M impressions, with a total of 21.6M clicks.
Teasing the launch
Throughout the pre-launch phase, we wanted to keep the experience shrouded in mystery, driving audience intrigue with exciting visuals and a compelling message — that Virgin Galactic is launching the new age of space travel with the world’s very first commercial spacecraft.
After the initial launch, we continued to build excitement by creating both organic and paid social assets that fueled social conversations, sparked curiosity, and inspired a new generation of astronauts.
