This campaign introduced a fresh approach to creative concepting and delivery for our Brand & Creative team, blending top-of-funnel awareness with a cohesive strategy centered on student needs. The goal was to engage college students who were unfamiliar with or considering Chegg, fostering trust and confidence in our product as an essential learning tool that drives more successful academic outcomes.
This campaign introduced a fresh approach to creative concepting and delivery for our Brand & Creative team, blending top-of-funnel awareness with a cohesive strategy centered on student needs. The goal was to engage college students who were unfamiliar with or considering Chegg, fostering trust and confidence in our product as an essential learning tool that drives more successful academic outcomes.
This campaign introduced a fresh approach to creative concepting and delivery for our Brand & Creative team, blending top-of-funnel awareness with a cohesive strategy centered on student needs. The goal was to engage college students who were unfamiliar with or considering Chegg, fostering trust and confidence in our product as an essential learning tool that drives more successful academic outcomes.
Company
Chegg
Type
Campaign
Year
2024-2025
Team
Brand & Creative, CRM, Paid Marketing, PMO, Engineering, and more
Campaign approach
Achieving success isn't about taking giant leaps—it's about making steady, meaningful improvements with a supportive team by your side. For this campaign, we embraced this idea and focused on reinforcing Chegg’s role as a trusted learning companion. We celebrated the small wins, knowing they were the foundation for bigger successes down the road. This mindset ensured our messaging was authentic and aligned with the day-to-day experiences of students, resonating deeply with our audience.
Achieving success isn't about taking giant leaps—it's about making steady, meaningful improvements with a supportive team by your side. For this campaign, we embraced this idea and focused on reinforcing Chegg’s role as a trusted learning companion. We celebrated the small wins, knowing they were the foundation for bigger successes down the road. This mindset ensured our messaging was authentic and aligned with the day-to-day experiences of students, resonating deeply with our audience.
Achieving success isn't about taking giant leaps—it's about making steady, meaningful improvements with a supportive team by your side. For this campaign, we embraced this idea and focused on reinforcing Chegg’s role as a trusted learning companion. We celebrated the small wins, knowing they were the foundation for bigger successes down the road. This mindset ensured our messaging was authentic and aligned with the day-to-day experiences of students, resonating deeply with our audience.
Small steps, big impact
The Fall Rush campaign proved to be a resounding success, exceeding all previous benchmarks. With a significant uptick in key metrics like CTR, CVR, and CPA across most channels, we saw the real impact of our creative strategy. By framing Chegg’s value propositions around tangible student benefits, we enhanced engagement and recall across various marketing channels.
Outcome
The "Small steps, BIG wins" campaign marked a historic milestone for our team, being the first fully integrated, cross-channel campaign that worked seamlessly across all touch-points. The success of this initiative not only showcased our collective effort but also set a new standard for future campaigns.
The "Small steps, BIG wins" campaign marked a historic milestone for our team, being the first fully integrated, cross-channel campaign that worked seamlessly across all touch-points. The success of this initiative not only showcased our collective effort but also set a new standard for future campaigns.
The "Small steps, BIG wins" campaign marked a historic milestone for our team, being the first fully integrated, cross-channel campaign that worked seamlessly across all touch-points. The success of this initiative not only showcased our collective effort but also set a new standard for future campaigns.
