This year, we saw how a single microbe could bring every human on Earth to a collective stop. Misinformation became rampant and we found ourselves in an infodemic. Science (and microbes) needed a perspective shift (badly). As science translators, we wondered—could we use the platforms and tactics that create virality and engagement (like an exclusive sneaker drop) to change the way science is communicated? Could we quell the fear of bacteria, inspire curiosity, shift perspective, and make science a trusted part of the fabric of pop culture? So we launched #LearnFromHome— a (new) science course, designed entirely for Instagram, that removes the complicated jargon and expository language of a science ‘textbook’. Instead, we took participants on an interactive 3.9 billion year journey, covering the first lifeform on Earth to the end of life on Earth. The incentive? Limited-edition merch only accessible through learning. No price, no prereqs—just curiosity as currency.

We dropped knowledge (and merch) in a physically-distanced, socially-connected, interactive science class. On Earth Day 2020, we launched The Story of You, a 6-part course on the history of humans' relationship with microbes (from our first microbial discovery to our ‘war’ against them). Later in the year, we followed up with (HOME)Room, a perspective shifting 5-part course on the inherent (and seemingly other-worldly) connection between humans and microbes, and even explored the notion of reincarnation of trees and flowers through microbes (ask us, we have sources). But learning isn’t often fun, so we wanted to reward curiosity with something exclusive—for passing these courses we gave away custom designed, sustainably-made, limited-edition merch just for our graduates, using the formula of scarcity and hype to get people excited about science.

We have a singular mission—to translate science and make learning (about bacteria, the microbiome, human biology, health) as accurate, accessible, and engaging as possible. We believe that knowledge is power, education is agency, and better understanding empowers better choices.

But we’re no stranger to the ease with which misinformation infects social media. Confirmation bias, digital echo chambers, and the ability for anyone with an opinion to posit expertise (especially the areas of health and science) has had consequences ranging from the fairly innocuous (the viral spread of celery juice) to the downright dangerous (climate change denialism and the surge of anti-vaccination sentiment).

As a company grounded in science, we’re setting a new standard not only in the products, but also the information, we consume. We apply the same scientific rigor and accountability to the development of our pipeline as we do to a customer service response or an Instagram caption.

#LearnFromHome with Seed | Placement: Instagram Stories @seed

Course 1: The Story of You

- 5 Chapters, 5 Weeks

- To pass: Tune in every week for the next chapter, read, pass the tests, unlock a digit to decode at the final exam to unlock your graduation.

- Graduates unlocked: The Story of You limited-edition Crew

- Course highlights included LIVE programming with notable scientists and influencers like Dr. Martin Blaser, Jessica Malaty-Rivera, Dr. Jacques Ravel, Dr. Christopher Mason, IN-Q, and Sophia Bush.

Course 2: (HOME)Room

- 6 Chapters, 6 Days

- To pass: Tune in every day for the next chapter, read, pass the tests, submit a final essay on how microbes have changed your perspective of the world.

- Graduates unlocked: (HOME)Room High Vibrational Tie-Dye Crew made in collaboration with Come Back as a Flower

Our #LearnFromHome initiatives performed exceptionally well—increasing our exposure on Instagram and driving meaningful and consistent engagement throughout both The Story of You and (HOME)Room. In total, we garnered:

- 73M+ Total Impressions (Organic + Earned Media)

- 104.1k+ Engagements, including:

- 2.8k+ Unique Responses (Story mentions, shares, replies, extra credit submissions)

- 17k+ Quiz Submissions across 11 Quizzes, with an average Quiz Completion rate of 88%

- 4k+ Unique Short Essay Responses gathered in one day

- 1k+ Total Course Graduates (who completed all chapters and scored 100% on the exams)

Additionally, we earned press coverage from Fast Company, Tech Crunch, Complex, Baller Status, and Bustle, and received amplification from key influencers such as Karlie Kloss, Sophia Bush, Stephanie Shepherd, Bruna Schmitz, Geri Hirsch, and Nardia Boodoo to name a few.