$25K Giveaway

Print + digital lead gen campaign.

Let’s face it: Travel is expensive. At EF, we want to help every student travel, so we run a $25K giveaway each season. It’s a double win—the winning teacher can use the funds to help their students afford an EF tour, and contest entries give us new qualified leads. For this campaign, I worked with a designer to create the print and digital assets. From emails to direct mail to memes (yeah, I kind of now have a master’s in meme making), I wrote and concepted it all. We were also tasked with creating new Facebook retargeting ads, and I pushed to a) use an “enter by” date (something we hadn’t done before) to increase urgency and b) create a test of three different ads to ascertain conversion.

Designer: Reed Dusseault
Creative Direction (copy): Jake Minton
Creative Direction (design): Sky Erickson