Brand Shot List
As part of the rebrand, I oversaw video and photo shoots, providing the agency with shot lists that would accommodate domestic and international business needs.
I coordinated with Regional Growth Managers, Paid Advertising, and Chegg’s marketing team to ensure we created assets that lived up to our promise of being radically inclusive representing our user base diverse in gender, ethnicity, age, ability, socio-economic backgrounds and parental status.
The material needed to provide appropriate heroes for each of our target regions, along with guidance for best practices and considerations for each region. It also had to support personalization across customer segments and by 9 different fields of study.
Launch Assets
While the agency developed the anthem video and brand guidelines I led the design team in creating templates and components that represented the new brand direction and allowed for dynamic personalization. Once the photo assets were ready we executed the campaign and launched with a new website, marketing & onboarding email series, and ads for push, social, display, video and radio.
Optimization
The rebranded home page performed poorly at launch. I led the internal design team in creating a version of the home page optimized for performance drawing on best practices, past performance data, and current user testing. The new Home Page was live for an A/B test in a matter of days and performed well beyond our expectations.
Video Personalization
The Anthem video was used on-site and in organic channels to announce the Learn with Chegg campaign but our paid channels focused on a robust set of personalized video ads optimized for performance. These ads were produced in :30 and :06 second versions in both horizontal and vertical formats. They were personalized by student segment, field of study, and timeframe within the semester resulting in hundreds of individual versions.
