VIPKid is a global online edTech firm with a proprietary platform that connects students around the world with qualified teachers in the U.S. and Canada. The company is regarded as China's largest edtech unicorn in the fiercy competive virtual learning market.
Role: Creative Manager/Designer
As a creative manager, part of my role was to build relationships with teams throughout the organization to build trust for our department and reinforce our brand authority. I worked closely across teams to provide creative direction for a holistic experience that informs every touchpoint, including marketing campaigns, website updates, blog content, internal communications, in-person and virtual events, and the product experience.
During my 2+ years at VIPKid, my team successfully recruited 40,000 new teachers, increasing our total teacher community to 100,000 teachers on the platform.
I increased our organic social media engagement from under 100 to 4000 impressions per post. Previously, the average posts reach was 3000 impressions. The new social media posts garnered 50,000+.
After a successful seven years, VIPKid's loyal students were growing up. The brand needed an update to grow with the company's changing audience.
While VIPKid was known for its bright orange palette and spirited images, a survey of parents found the brand experience to be overly playful. Many thought the classes were intended for preschool-age children, when in fact they are for students ages 6 and older.
Our strategy was to update our content and visual assets to highlight VIPKid teachers' expertise as educators and their ability to engage with young students virtually. We wanted to show off the diversity of our teachers and our fun and effective learning platform while remaining true to VIPKid's vision of happy teachers and students.
We gradually rolled out the changes starting with new ads, social media images, and an updated website. We partnered with our community experts to explain the new brand updates to our loyal community and ensure that we remain aligned with our values.