An integrated marketing campaign for Udemy’s annual Black Friday promotion.
The concept of Binge Learning was an effort to balance an aggressive year-end revenue goal with an on-going branding initiative to decrease customer's perception of Udemy as a "bargain brand.”
By encouraging customers to “binge learn” courses, the action of purchasing multiple courses is still implied but in an empathetic way that highlights the company’s core mission—to help anyone learn anything.
The visual expression of the campaign leverages cinemagraphs of individuals in various scenes using their devices to learn on Udemy. The infinite loop of the cinemagraph plays to the idea of getting absorbed in hours of course content.
Campaign generated 40% more revenue than the previous year and lead to highest revenue month in history at Udemy, exceeding target goal by 40%.