Campaign launch / Creator journey
Five days to launch.
Thousands of creators.
A global challenge that invited people to make an ExpressVPN ad with AI.
Original campaign landing-page mockup. Scroll inside to explore.Official campaign recap ↗
The thinking behind the thing
Make entering
as clear as the idea.
The challenge was to take a global AI creator competition from idea to launch in five days. My part was the journey around participation: registration, creator communications and the judging process.
- Build the registration funnel.
- Make the requirements and next steps clear to creators.
- Organize the journey from submission to judging.
Explore the journey
A campaign is a sequence.
01 / Make the challenge clear
A clear creator brief, a reason to participate, and a registration path that people could follow.
What I owned
Registration funnel, creator communications and judging process. The reported figures are campaign totals, not results attributed solely to my work.
Reach and impressions are different
960,795 is the reported social reach. It is not labelled as impressions.
What the five-day figure means
The campaign moved from idea to launch in five days. The signup and submission totals accumulated during the campaign, not within those five days.