Master’s on the Mind

Some things are too obvious to be a coincidence

That was the creative strategy behind our CBE campaign. Our Everyman character keeps encountering increasingly impossible to ignore reminders about earning their master’s degree, all pointing to the same conclusion: maybe it’s time.

I led the creative strategy, concept and scriptwriting for CBE, turning a complex degree offering into a simple, relatable story about flexibility and finishing faster. The idea worked well enough to become on ongoing campaign, expanding into CBE 2.0 and then 3.0.

And it performed. Both 1.0 and 2.0 ranked among the brand’s top creative of the past 8 years, with roughly 25-35% lower CPA than campaign benchmarks and conversion rates up to 2x higher than average. The work also earned award recognition making it a business and creative success.