Our goal was to reestablish Chegg as a distinctive, iconic brand that resonates with students, driving 170,000 incremental acquisitions in the first half of the year. The campaign highlighted our commitment to supporting students by being both “on their side and by their side,” offering faster, more reliable study aids backed by expert assistance.
Our goal was to reestablish Chegg as a distinctive, iconic brand that resonates with students, driving 170,000 incremental acquisitions in the first half of the year. The campaign highlighted our commitment to supporting students by being both “on their side and by their side,” offering faster, more reliable study aids backed by expert assistance.
Our goal was to reestablish Chegg as a distinctive, iconic brand that resonates with students, driving 170,000 incremental acquisitions in the first half of the year. The campaign highlighted our commitment to supporting students by being both “on their side and by their side,” offering faster, more reliable study aids backed by expert assistance.
Company
Chegg
Type
Campaign
Year
2024-2025
Team
Brand & Creative
Crafting a refined marketing strategy
To reintroduce Chegg as a trusted learning partner, we built a refreshed marketing strategy anchored in three key pillars. Our brand strategy emphasized Chegg’s ethos of being “on your side and by your side,” showcasing care, humanity, and a long-standing commitment to empowering students. We focused on centering the student in our creative messaging, positioning Chegg as the essential tool to help them “get a grip on college.” Our media strategy expanded top-of-funnel awareness and consideration channels, ensuring wider reach and engagement.
To reintroduce Chegg as a trusted learning partner, we built a refreshed marketing strategy anchored in three key pillars. Our brand strategy emphasized Chegg’s ethos of being “on your side and by your side,” showcasing care, humanity, and a long-standing commitment to empowering students. We focused on centering the student in our creative messaging, positioning Chegg as the essential tool to help them “get a grip on college.” Our media strategy expanded top-of-funnel awareness and consideration channels, ensuring wider reach and engagement.
To reintroduce Chegg as a trusted learning partner, we built a refreshed marketing strategy anchored in three key pillars. Our brand strategy emphasized Chegg’s ethos of being “on your side and by your side,” showcasing care, humanity, and a long-standing commitment to empowering students. We focused on centering the student in our creative messaging, positioning Chegg as the essential tool to help them “get a grip on college.” Our media strategy expanded top-of-funnel awareness and consideration channels, ensuring wider reach and engagement.
Meet Ace: a mascot with personality
The introduction of Ace, our new mascot, brought a fresh and innovative energy to the Chegg brand. Ace became a relatable, memorable character who amplified our brand voice with a touch of humor and edge. While staying true to Chegg’s supportive and understanding tone, Ace helped create a more engaging and dynamic connection with students, giving our messaging an extra layer of personality that resonated with our audience.
The introduction of Ace, our new mascot, brought a fresh and innovative energy to the Chegg brand. Ace became a relatable, memorable character who amplified our brand voice with a touch of humor and edge. While staying true to Chegg’s supportive and understanding tone, Ace helped create a more engaging and dynamic connection with students, giving our messaging an extra layer of personality that resonated with our audience.
The introduction of Ace, our new mascot, brought a fresh and innovative energy to the Chegg brand. Ace became a relatable, memorable character who amplified our brand voice with a touch of humor and edge. While staying true to Chegg’s supportive and understanding tone, Ace helped create a more engaging and dynamic connection with students, giving our messaging an extra layer of personality that resonated with our audience.
Balancing brand and character
The challenge with Ace was finding the right balance between showcasing the mascot and maintaining focus on the core features and benefits that motivate students to sign up for Chegg. For lower-funnel content, where Ace’s presence was subtler, we leaned into Chegg’s brand personality and the core elements of our campaign strategy. While ensuring Ace’s consistent presence across all touchpoints, we prioritized clear communication of Chegg’s value in more conversion-driven content, allowing us to both reinforce the mascot and focus on the key messaging that drives results.
Outcome
The “Get a Grip on College with Chegg” campaign was rooted in the insight that no one succeeds alone—a sentiment that also reflected the collaborative effort behind this work. It was truly a team-wide endeavor, bringing together diverse skills and perspectives to bring the vision to life. From designing a variety of social ads to illustrating tentacles and perfecting the movements of our new mascot, this project was both ambitious and one of my favorite experiences during my time at Chegg. The combination of creativity, teamwork, and execution made it a standout project that I’ll always remember.
The “Get a Grip on College with Chegg” campaign was rooted in the insight that no one succeeds alone—a sentiment that also reflected the collaborative effort behind this work. It was truly a team-wide endeavor, bringing together diverse skills and perspectives to bring the vision to life. From designing a variety of social ads to illustrating tentacles and perfecting the movements of our new mascot, this project was both ambitious and one of my favorite experiences during my time at Chegg. The combination of creativity, teamwork, and execution made it a standout project that I’ll always remember.
The “Get a Grip on College with Chegg” campaign was rooted in the insight that no one succeeds alone—a sentiment that also reflected the collaborative effort behind this work. It was truly a team-wide endeavor, bringing together diverse skills and perspectives to bring the vision to life. From designing a variety of social ads to illustrating tentacles and perfecting the movements of our new mascot, this project was both ambitious and one of my favorite experiences during my time at Chegg. The combination of creativity, teamwork, and execution made it a standout project that I’ll always remember.
