#ConquerCollege: A branded email campaign
How do you keep your brand relevant to your audience on a recurring basis? That was the question our team at Chegg asked ourselves everyday.
As a company that provided resources to students, the challenge was to figure out how to reach our audience and stand out in the saturated expanse that is the internet. How do we make ourselves a valuable part of their lives and a brand that they love to come back to every year until they graduate? Heck, how do we get them to come back to us next week?
We established a relationship through email to show them that we understood what they go through and how we might be able to help.
ROLE: art direction & lead designer, marketing & branding strategy, ideation, testing strategy, photography, content creation/pixel pushing
The challenge of creating a branded campaign that lasts the entire school year: maintaining visual consistency while constantly coming up with new ideas
We looked at the student timeline to figure out
how to theme each week's email
We looked at last year's campaign learnings to leverage insights and improve this year's email series.
We created a system with different modules that allowed us to change up content from week to week.
And then we made tons of emails.