Chegg

Chegg is an edtech platform designed to help college students learn with AI-supported homework tools and support from real subject-matter experts. It’s a subscription-based service with different membership levels. Offering intuitive study solutions built to flex across 50+ subjects, all students can learn confidently with Chegg.

Work:

Developed narrative for 2025’s major AI product offering: a tool called Solution Scout. Created brand messaging for the $12M Spring Rush campaign, “Get a grip on college with Chegg”. Oversaw and wrote UX copy for product updates. Launched the brand’s first-ever mascot, Ace the octopus, by developing voice and positioning guidelines and a character persona. Managed team of 5 copywriters and led Creative Marketing team alongside ACD of Design.

Created Campaign Narrative for Solution Scout: CHegg’s major ai tool product launch for 2025

I developed the overarching story for Chegg’s 2025 product launch, an AI homework tool called Solution Scout. After working alongside the product developers, the marketing team, and customer insights team, I understood the gap: students were having to flip back and forth through a sea of tabs and pore over different sources to find the complete answer to a single homework problem or question. Solution Scout solved this dilemma by aggregating the answer from multiple AI sources, along with Chegg’s answer, in one place. The messaging and subsequent campaign aimed to define Chegg as the definitive destination to get the exact answer you need, explained in the way that’s best for you to understand. This included a launch video, on-site modals, announcement email, and trigger emails at launch and post launch . I oversaw the messaging of these assets and ensured a strong, clear product story that communicated real differentiation, all included below.

Oversaw UX copy For Product Updates

I managed the UX copy for our key product updates to the Practice homework tools and more. This meant I guided copywriters to break down complex edtech tools into easy-to-understand user flows. I edited the copy for the customer journey, collaborating with the product teams and UX designers. Then after the UX was set, I directed copy for content across all marketing channels. Below you’ll see copy in user flows for our Practice tools which also include practice questions and flashcards, followed by part of the Solution Scout user flow.

2025 Spring Rush Campaign: Get a grip on college with Chegg

Created brand messaging and oversaw the execution of campaign assets across all channels. Also wrote script for two CTV campaign ads with Creative Director that saw unprecedented success for awareness.

Creative Director: Nina Smith. ACD of Design: Claire Fraze. Production agency: Unentitled. Copywriters, designers and our marketing partners!

Launched Brand Mascot, Ace The Octopus

Developed brand voice and persona guidelines for the company’s first-ever mascot, Ace the octopus. In order to connect directly with students and make our product feel more personable, we launched a mascot and introduced her in the Spring Rush campaign. Ace was a physical manifestation of the brand in the form of an orange cephalopod. I created a strategic persona guide that dictated how Ace fit into the brand’s architecture. a.k.a. how she sounded, where and how she showed up in the marketing funnel, and how she supported students.

Below is a snippet from the persona guide, but the full guide delves into placement across social, site and more, plus do’s and don’ts on how to use her.