To increase awareness of Chegg in international markets, we aimed to connect with students in a meaningful way by showing up in–and relating to–their everyday lives. As part of a broader H2 initiative, we launched a digital-out-of-home (DooH) campaign targeting university students around Sydney, Australia. Taking brand awareness on the road and into student spaces, this campaign demonstrated the power of strategic media placement and localized creative.
To increase awareness of Chegg in international markets, we aimed to connect with students in a meaningful way by showing up in–and relating to–their everyday lives. As part of a broader H2 initiative, we launched a digital-out-of-home (DooH) campaign targeting university students around Sydney, Australia. Taking brand awareness on the road and into student spaces, this campaign demonstrated the power of strategic media placement and localized creative.
To increase awareness of Chegg in international markets, we aimed to connect with students in a meaningful way by showing up in–and relating to–their everyday lives. As part of a broader H2 initiative, we launched a digital-out-of-home (DooH) campaign targeting university students around Sydney, Australia. Taking brand awareness on the road and into student spaces, this campaign demonstrated the power of strategic media placement and localized creative.
Company
Chegg
Type
Campaign
Year
2023
Team
Kelly Egan, Sage Curtis, Claire Fraze, and Nina Smith
Strategic placement, maximum impact
We partnered with two agencies in Sydney to execute a dual-channel approach: transit and on-campus advertising. High-impact placements like the Sydney Light Rail Mega Side and Sydney Metro Showcase reached millions of commuters, while university dining hall placements ensured direct visibility among students in their daily routines.
We partnered with two agencies in Sydney to execute a dual-channel approach: transit and on-campus advertising. High-impact placements like the Sydney Light Rail Mega Side and Sydney Metro Showcase reached millions of commuters, while university dining hall placements ensured direct visibility among students in their daily routines.
We partnered with two agencies in Sydney to execute a dual-channel approach: transit and on-campus advertising. High-impact placements like the Sydney Light Rail Mega Side and Sydney Metro Showcase reached millions of commuters, while university dining hall placements ensured direct visibility among students in their daily routines.
Localized & student-centric
Our creative approach prioritized language and tone that resonated with Australian students, addressing their unique academic challenges. For the UK expansion, we worked with copywriters to tailor messaging for a new audience, though this portion was ultimately canceled. The process reinforced the importance of localized creative in global campaigns.
Our creative approach prioritized language and tone that resonated with Australian students, addressing their unique academic challenges. For the UK expansion, we worked with copywriters to tailor messaging for a new audience, though this portion was ultimately canceled. The process reinforced the importance of localized creative in global campaigns.
Our creative approach prioritized language and tone that resonated with Australian students, addressing their unique academic challenges. For the UK expansion, we worked with copywriters to tailor messaging for a new audience, though this portion was ultimately canceled. The process reinforced the importance of localized creative in global campaigns.
Measurable impact
A post-campaign survey showed a 58% increase in unaided recall of Chegg, with student usage rising by 15%. With an estimated 1.8 million monthly impressions from transit placements alone, the campaign successfully strengthened brand awareness and engagement.
Outcome
This campaign marked Chegg’s first-ever out-of-home initiative in Australia, successfully increasing unaided brand awareness and driving significant growth in student adoption. By showing up in everyday student environments—train stations, metro cars, food courts, and cinemas—we strengthened Chegg’s presence where it mattered most. The strategy and execution laid the groundwork for potential future expansions into the UK and Canada, reinforcing our ability to scale globally with localized, student-focused messaging.
This campaign marked Chegg’s first-ever out-of-home initiative in Australia, successfully increasing unaided brand awareness and driving significant growth in student adoption. By showing up in everyday student environments—train stations, metro cars, food courts, and cinemas—we strengthened Chegg’s presence where it mattered most. The strategy and execution laid the groundwork for potential future expansions into the UK and Canada, reinforcing our ability to scale globally with localized, student-focused messaging.
This campaign marked Chegg’s first-ever out-of-home initiative in Australia, successfully increasing unaided brand awareness and driving significant growth in student adoption. By showing up in everyday student environments—train stations, metro cars, food courts, and cinemas—we strengthened Chegg’s presence where it mattered most. The strategy and execution laid the groundwork for potential future expansions into the UK and Canada, reinforcing our ability to scale globally with localized, student-focused messaging.
