Student Gamer Campaign

MULTIMEDIA

ROLE: Creative Direction, Design Lead, Strategy

+ 1.82% relative lift in awareness
+ 6.17% relative lift in consideration
+ 0.095% conversion rate
v.s. standard Chegg video ads

I led design on a team of creatives from concept to production for this campaign. The goal was to create a set of video ads tailored to student gamers, and test them against our standard Chegg ads. Our team brainstormed, storyboarded, and collaborated with an agency to produce 4 different ads for different moments in the school year. In H1 2022 we launched the personalized ads on Twitch, Crunchyroll, and YouTube gamer channels.