From textbook rentals to long-term student value.
PARTNER
Chegg
CATEGORY
Learning & Development
CURRENT STATUS
Public, CHGG on NYSE
Gallery
01
Where we started
The legacy textbook rental company had captured customer loyalty among a small and enthusiastic base, but subscriptions began to plateau. Chegg CEO Dan Rosensweig asked West to help articulate a future vision and align his leadership team. Additional work included multiple radio and video campaigns.
02
What we did
Chegg needed to evolve. Rather than imitate the modern meme-loving student, we wanted to provide them with a stronger strategic direction and long-term value for customers. West unified product lines and oriented the platform around student needs, providing tools, services, and support to help reach students — from middle schoolers to those starting their first jobs. By expanding the Chegg customer lifetime from a single transaction to a long-term relationship, Chegg and their stockholders could generate high customer value and also learn from longer engagements with the same customers.
03
Where are they now
In the wake of Analyst Day 2016, the value of Chegg’s stock has consistently risen. Chegg was invited to join the World Economic Forum in 2019 and was named one of Fortune’s 50 Best Workplaces in Tech.
The creative campaigns focused around back-to-school season core products drove significant engagement, trial, and use.
See where you can go with West.
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