Wanna Stay Home and Still Go to School?

Creative direction, concepting/storyboarding, copywriting, post-production

The Education Connection brand needs no introduction. The TV ads have created a cult following, with millions of views on YouTube and thousands of homegrown remakes on social media. However, after years of working with outside agencies on creative and production, I decided it was time to bring the whole enterprise in-house.

My confidence in the team paid off: these ads started to outperform our long-standing TV ad controls almost immediately, with a 50% reduction in both cost per view (CPV) and cost per lead (CPL) and $120K decrease in production expenses. They also generated over 60% relative lift on brand recall and throughout testing period, cost-effectiveness improved by over 30%.