1X NEO

Campaign objective

1X set out to launch their groundbreaking NEO home robot to a highly engaged audience on X, generating massive awareness, driving pre-orders and website traffic, and sparking widespread organic conversation around their reveal of the world's first consumer-ready humanoid robot designed to automate chores and provide personalized assistance.

The solution

1X leveraged X's Spotlight Takeover format to dominate the platform on launch day, combining high-impact paid visibility with organic halo effects to reach millions of users instantly. This premium ad experience allowed 1X to showcase their innovative NEO robot through compelling video content, directly connecting with X's tech-savvy, forward-thinking community eager for cutting-edge AI and robotics advancements.

The campaign delivered explosive results: the Takeover alone generated ~66M paid impressions plus 21M organic halo impressions, 65K likes, 11K reposts, and 6.3K replies —demonstrating immediate and intense user interest.

Key performance highlights include:

• A massive follower growth spike of 56K new followers overnight (an 80%+ increase in 24 hours), nearly doubling their total from ~67K pre-launch to 130K.
• The launch video amassed 6.2M views — equivalent to roughly 7% of all US monthly active users on X seeing the content.
• Over 180K clicks to their website, tying for the 3rd highest CTR performance among Spotlight Takeovers on X for the year (including Super Bowl Sunday).
• Exceptional engagement with 34.6K bookmarks, signaling strong user intent to save and revisit the NEO content.

Conversation volume surged dramatically, with 65K organic posts related to 1X and the NEO robot on October 28th — a 297% month-over-month increase — from 45K unique authors (up 275% M/M), reflecting broad participation from diverse new voices.

The momentum proved sustainable: November vs. October showed continued M/M growth of 730% in impressions, 290% in likes, 272% in reposts, and 473% in replies.

By harnessing X's powerful Takeover product and engaged ecosystem, 1X achieved unparalleled reach, virality, and lasting brand impact for the NEO launch, positioning their humanoid robot as a cultural and technological milestone.

Spotlight Takeovers

Spotlight Takeovers put your immersive video creative where the conversations starts — the Explore tab. The Explore tab is home to everything that’s trending on X (and in the world), all in one place. Don’t just be a part of what’s happening, be what’s happening with Spotlight Takeovers.

This product gives you a high-impact 24-hour takeover of the Explore Tab and the "What's happening" module on X.com — where people go to view trends and top conversations in real time. Spotlight Takeovers are complemented by media-forward companion posts that appear in the Home Timeline, which together help maximize awareness and conversation around a certain topic, launch, or event.