The time around Black Friday brings the year to a close and marks new beginnings. Think of fitness, it is through this season that people slip up on routines and think of resolutions to start the new year strong. It is a time of self-reflection.
Given this campaign was growth driven, focusing on increasing CTRs, trialers and new subscriber numbers, the challenge was making Black Friday seem less "deal seek-y" while still fulfilling the goals of the campaign. The answer? Motivational messaging encouraging ClassPass users to start the new decade strong.

My role in this campaign involved creative strategy, campaign conceptualization and execution of assets.
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