It's easy to think that everyone, everywhere knows about Wikipedia. But recent research shows a massive global awareness gap. While 87% of US internet users have heard of Wikipedia, just 27% of Nigerian (and 33% of Indian) internet users can say the same. Without high awareness, Wikipedia usage (and therefore knowledge contributions) drop dramatically. So in 2017, the non-profit behind the world's biggest free knowledge source tried something surprising: marketing. And we did it true to our collaborative culture, empowering community volunteers to drive creative decisions. It worked.
