In 2023, Chegg sought to open the doors to a brand new foreign market way down under. Our strategy for getting Australian students to see us and know we exist was letting them know we see them. We know where their attention is, where they struggle, and how to make them laugh—and we know all of this in proper Australian vernacular, hey.

These colorful, cheeky debuts were placed in high volume areas throughout Sydney including light rail, metro, and on-campus locations.

My role: Lead copywriter, queen of punchlines

Impact: Significant. A post-campaign survey indicated a whopping 58% increase in brand awareness.