CheggPerks style guide
In 2023, Chegg kicked off the CheggPerks campaign, partnering with top brands like Max, Tinder, DoorDash, Adobe, and Calm to enhance the value of a subscription.
Brand-wise, these partnerships presented the creative team with the challenge of showcasing our new partners while still maintaining the integrity of the student-first Chegg brand. In other words, we didn’t ever want our audiences to mistake a Chegg ad for a partner ad. Rather, we wanted to leverage our partner brands to support Chegg’s message.
Expand— without losing the brand
My role: Copy lead
Working with our creative director and integrated marketing partners, and in tandem with a senior designer, I developed a set of copy guidelines that focused on funneling all partner benefits through the lens of the student experience. After analyzing initial testing results, we revised toward the CheggPerks 2.0 guidelines to emphasize the partners and strategies that worked best.
Welcome to perks land
Impact: 325K activations in 2024!
CAPTION: Going from study time to downtime is now easier than ever. Enjoy all the perks that come with a Chegg Study or Study Pack subscription, including a Max with Ads plan! Terms apply.