SXSW 2025

Instagram to Infinity: NASA’s Digital Drive for Astronauts

Description:

Discover how NASA leveraged social media to recruit the next generation of astronauts in a campaign that happens only once every four years. Strategic outreach included a Reddit Ask Me Anything (AMA) with astronauts answering questions about the application process and creative engagements with partners like Morgan Freeman and Merriam-Webster. Agency accounts maintained a steady stream of posts to keep potential applicants engaged. Instagram emerged as the primary driver to our applications webpage. Learn from NASA’s insights on executing a successful digital recruitment campaign.

Related Media

Youtube Video

Other Resources / Information

https://www.merriam-webster.com/video/deniz-burnham-astronaut-word-icons ; https://redd.it/1bjdhyo ; https://giphy.com/stories/apply-to-be-a-nasa-astronaut-a1307121-2fcd ; https://nasa.tumblr.com/post/132538793869/ ; https://www.instagram.com/p/C4JFJPMpt85/

Takeaways

  1. Aligning with missions and key events, we transformed potential distractions into engagement drivers.
  2. Collaborating with high-profile partners, we maximized organic reach and amplified credibility.
  3. Leveraging story promotions, engaging multimedia, and high-conversion CTAs, Instagram became the top driver to the astronaut applications page.

Speakers

  • Camille Cowin, Social Media Lead for NASA’s Astronaut Office, NASA
  • Warren "Woody" Hoburg, NASA Astronaut, NASA
  • Jaden Jennings, Social Media and Metrics Lead for NASA's Johnson Space Center, NASA
  • Brice Russ, HQ Social Editorial Lead, NASA

Organizer

Camille Cowin, Social Media Lead for NASA’s Astronaut Office, NASA

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Intermediate
Show me another idea

Add Comments

SXSW reserves the right to restrict access to or availability of comments related to PanelPicker proposals that it considers objectionable.