Challenge

XR Technology needs to be built for and by everyone in order to reach its potential.

We may be a few years away from a widely-adopted metaverse but it's clear that XR technologies — virtual reality (VR), augmented reality (AR) and mixed reality (MR)— are poised to succeed smartphones, tablets, laptops and PCs as the next computing platform.  In order to ensure the responsible development of XR technology, the industry requires a diverse community of voices working together to build this ecosystem. 

In its most optimal form, XR technologies and the people who design and build them should represent the world at large. But like much of the tech industry XR struggles to build the diverse pipeline of talent needed to ensure this outcome. The XR Association (XRA) turned to Glen Echo Group to help them build a campaign that would celebrate and elevate the creators, leaders, and engineers that are working to make XR a reality and demonstrate to others that they belong and are needed in this effort. The campaign is the start of ongoing efforts by XRA to help develop a diverse talent pipeline for the XR industry.

Insight: As a society, excellence takes place when different individuals all have the ability, resources and encouragement to contribute.

3/4

Solution

A year-long social media campaign celebrating the diverse voices of XR

We designed a social media campaign built around external touch points like Black History month, Pride month, Asian Pacific Islander month and others to foster an ongoing narrative highlighting XRA’s commitment to diversity, equity, inclusion and accessibility. 

This campaign reinforced XRA’s DEI priorities with internal and external stakeholders and showcased and celebrated the current breadth of diversity within the XR industry – and raised a call to action to build out a diverse and equitable pipeline for future XR leaders.

4/4

Result

XRA’s social channels saw increased engagement since implementing this DEI campaign. Top posts month over month have been those that have featured individuals from the campaign. 

Highlights:

• During the month of February, when the campaign was announced, XRA’s Twitter saw:
  • 13,900 total impressions for February (112.21% increase)
  • 1.4% engagement rate (92.87% increase)
  • 120% increase in post reach
  • 180% increase in post engagement
• The top tweets, LinkedIn posts, and Facebook posts were those featuring individuals for the Limitless Campaign in February. 
• The top tweet in March was the first Limitless Voices Campaign highlight on March 9, which received 1,593 impressions and 15 engagement

The campaign caught the attention of not only XRA’s board and member companies but the broader XR community and is leading to future efforts including the launch of a dedicated foundation focused on building a diverse talent pipeline supporting the XR workforce of tomorrow.