TLDR Tech / Marketing
Inside the Artemis II social media strategy
The digital strategy behind NASA's Artemis II mission produced 3,270 social media posts in 10 days and turned a crewed spaceflight into one of the most engaging social media moments in recent memory. A two-person team spent six years building the Artemis social presence, focusing on a balance between institutional credibility and creative content that could resonate broadly. Several of the mission's biggest viral moments were unscripted, including a crew video styled after an 80s sitcom intro that was spontaneously filmed by the astronauts. The strategy also leaned on public participation through a global contest to design the mission's zero gravity indicator, which received thousands of entries from over 50 countries.
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