HeroX
Crowd Sourcing Innovation With NASA & The NFL
HeroX connected global solvers to crowdsource complex design and engineering challenges for iconic brands like NASA and the NFL.
Marketing Strategy
Media Buying
UX
Web Development
Copywriting
The Challenge HeroX crowdsources solutions for iconic brands like NASA and the NFL. However, the project briefs provided were often technical and formal, which limited their appeal to the broader innovator community. We needed to reframe these challenges as compelling stories to attract high-quality submissions from niche experts.
Strategic Action
- Reframing the Narrative: I rewrote the campaign strategy to target the "heart" of the innovator, not just the "head." We reframed these challenges as opportunities to be part of history, which resonated deeply with the engineering community.
- Custom Ad Tech Implementation: Led the implementation of a custom ad server that embedded personalized messaging directly within the challenge environment. This allowed us to nurture potential solvers based on how far they had progressed in the submission process.
- UX Optimization: Redesigned the user journey to streamline the submission process, ensuring that high-skill solvers didn't abandon the process due to administrative friction.
Key Results:
- 40% Reduction in Customer Acquisition Cost (CAC) for qualified solvers.
- Foundational Copy: Created core brand voice and messaging that is still in use as of 2025.
- Partner Retention: Strengthened relationships with institutional partners like NASA by delivering higher quality solutions.
Marketing Strategy
Media Buying
UX
Web Development
Copywriting
The Challenge HeroX crowdsources solutions for iconic brands like NASA and the NFL. However, the project briefs provided were often technical and formal, which limited their appeal to the broader innovator community. We needed to reframe these challenges as compelling stories to attract high-quality submissions from niche experts.
Strategic Action
- Reframing the Narrative: I rewrote the campaign strategy to target the "heart" of the innovator, not just the "head." We reframed these challenges as opportunities to be part of history, which resonated deeply with the engineering community.
- Custom Ad Tech Implementation: Led the implementation of a custom ad server that embedded personalized messaging directly within the challenge environment. This allowed us to nurture potential solvers based on how far they had progressed in the submission process.
- UX Optimization: Redesigned the user journey to streamline the submission process, ensuring that high-skill solvers didn't abandon the process due to administrative friction.
Key Results:
- 40% Reduction in Customer Acquisition Cost (CAC) for qualified solvers.
- Foundational Copy: Created core brand voice and messaging that is still in use as of 2025.
- Partner Retention: Strengthened relationships with institutional partners like NASA by delivering higher quality solutions.
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