Communications

XPRIZE Carbon Removal Winners Announcement

Year 2025

Client XPRIZE

Role Integrated Marketing Lead

Scope Strategy, PR, Events, Digital, Partnerships

This was the moment four years of competition had been building toward.

A $100M climate competition does not announce its winners in a vacuum. Over six months, I led the strategy and execution for a campaign that had to do two things at once: build anticipation before the announcement, and land the moment when it finally came.

My role was to connect the threads, keep 20+ teams, partners, and sponsors aligned, and ensure every touchpoint told one clear, cohesive story — from a 275-person event at the NYSE to activations at the TIME100 Summit, Gala, and Earth Awards.

What I Did

One Week. Four Events. One Story.

The campaign was built in two phases. First, a months-long content drumbeat built around the finalist docuseries, designed to introduce the teams, deepen audience investment, and prime press attention ahead of the announcement. Then, a coordinated multi-channel push timed across a week of New York City events, with every touchpoint running off the same messaging framework.

Digital — Organic & Paid Social
Content — Blogs, Mini Doc & Newsletters
Communications & PR
Events
Partnerships
Strategy

I built the campaign architecture: messaging framework, talking points, PR strategy, run of show. Then coordinated across teams, sponsors, and media to ensure everyone showed up aligned and on-brand.

Phase 01

Pre-Announcement — Building Anticipation

A months-long content drumbeat anchored by the finalist docuseries. Blogs, social cutdowns, and newsletters built momentum and primed press attention. The series was re-promoted in the days before the announcement, with a final post timed to Earth Day for added resonance.

The Approach

Built in Two Phases

Phase 02

Announcement Week — Landing the Moment

A coordinated push across four New York City events in one week. The winners video, ICYMI carousel content, press outreach, and partner alignment all ran simultaneously off the same messaging framework to maximize reach and message consistency.

My job was to build that framework and hold it together. That meant developing the messaging architecture, talking points, and PR strategy from scratch, then coordinating across 20+ teams, sponsors, partners, and media contacts to make sure everyone showed up telling the same story.

The PR strategy centered on 30+ top-tier placements with 90% message pull-through — meaning the story that ran in the press was the story we intended to tell. That kind of consistency across a campaign this size does not happen by accident.