Branded Experiences
Driving brand engagement through unique experiences.
Context
Outschool wanted to stand out during the back-to-school season with a campaign that would engage families, celebrate creativity, and drive class signups. I pitched and led the launch of GameSchool, the first digital gaming convention for kids. This innovation highlighted the best of the product while emphasizing the brand commitment to interactive, student-led learning, fun, and community.
My Role
I created the concept and strategy, secured internal buy-in from product, engineering, partnerships, and marketing by assembly cross-functional teams. I led the brand narrative, creative direction, program development, external communications, and post-event metrics storytelling, managing the full procurement, production, and execution, and analysis of the project.
Deliverables
A branded landing page promoting the event
A full event program and run-of-show
A post-event summary deck showcasing engagement metrics and product alignment
Social content and email toolkits to support outreach
Results
This event marked a turning point in Outschool’s growth strategy as it was the first time community relations and PR were directly tied to a profit-driving event. Leveraging only budget-neutral channels, the event turned an immediate profit, and continued to bring benefits over time.
This event was a mix of free and paid, with an attendance rate of 94%, beating then platform average by 8%.
This event was a driving for new business. From this event forward, 5% of participants attending community relations events were new buyers and 8% had only made 1 prior purchase.
Immediate Impact
5 immediate PR hits were secured in outlets with a total viewership of 65million combined
$142,000 in attributed bookings within 90 days
Building brand through partnerships with collaborations with LEGO Masters, Roblox, EA Sports, Mega Evil Corps, theGameHers, GameJolt, Neverboard
See Executive Summary for in-depth result analysis.