People who are considering master’s degrees have probably been thinking about it for a while. It’s in the back of their mind, maybe even in their subconscious. This idea brings to light the fact that when something is on your mind you start to see nods or references to that thought all over the place.

We believe that this Everyman storyline was the way to launch our CBE campaign because it could be assimilated by anyone. The innocuous reminders begin to pile up to a crescendo that no one could ignore. So, right when our main character has his moment of revelation, we have our main message enter the stage.

I led the development of the CBE 1.0 concept, script writing and strategy. It produced such great results for the brand that we kept refreshing it, hence the 2.0 and now 3.0 in the pipeline. This is a great representation of translating a complex, benefit-heavy offering into clear, motivating storytelling centered on flexibility and speed to completion. In market, both 1.0 and 2.0 ranked among the top-performing pieces for the past 4 years, delivering ~25–35% lower cost per acquisition versus campaign benchmarks and conversion rates up to 1.5–2x higher than average units. Performance remained consistently strong across years and networks, demonstrating both creative durability and strategic precision, ultimately contributing to award-winning recognition.