The marketing team came to us with a brief: we want to launch a new product feature, and boost platform engagement.

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We came up with "the World Coding Games" — a friendly competition where learners would use our new feature ("Skill XP") to see who could gain the most points during a weeklong, site-wide event. We dovetailed the marketing campaign with the Olympics, to tap into the excitement of global competition and self motivation.

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The campaign performed incredibly well, beating out New Year's as our highest performing campaign of the year in terms of user engagement / re-engagement. Additionally, our community platform saw a whopping 1,034% increase in signups WoW.