Get a grip on college
Introduction
Meet Ace, Chegg’s new mascot, reminding students they ‘got this’ with Chegg’s trusted support.
In it together...
In a landscape where many educational platforms chase the allure of AI, Chegg stands apart by centering on authentic human support and empathy.
Recognizing that students face anxiety, stress, and isolation in their academic journeys, Chegg aimed to become more than just a homework tool—it sought to be a trusted companion. Our strategy introduces a new brand mascot, via an integrated brand campaign, that embodies warmth and care, reassuring students that they don’t have to go it alone.
By personifying Chegg’s guiding ethos and fostering genuine connection, the work transforms a transactional tool into a meaningful partner, underscoring Chegg’s dedication to uplifting students through every challenge.
Brand platform
A distinct point of view that resonates with the audience.
Brand campaign
A full-funnel campaign, from TV to display ads to website.
Brand design
A new mascot, designed for scalable and memorable marketing.
Why an octopus?
The octopus makes the perfect Chegg mascot because it captures everything the brand stands for: intelligence, empathy, and multitasking support. With eight arms, multiple brains, and a natural ability to adapt, it symbolizes the way Chegg provides help on every front.
Ace’s friendly, approachable nature reminds students they’re not alone in their academic journey—there’s always a tentacle to guide them, ensuring they truly grasp concepts rather than just getting quick answers.
Early character development
A long term, full funnel solution
Introducing a mascot goes beyond making a splash in a single campaign—it equips Chegg with a long-term, full-funnel brand asset.
By giving students a friendly, recognizable face across channels—from TV spots and digital ads to on-campus engagements and social feeds—Chegg ensures a consistent, welcoming presence. This mascot becomes a trusted guide throughout students’ college years, reinforcing brand familiarity, loyalty, and a sense of care at every touchpoint.
“We worked at breakneck speed, with amazing clarity of vision and communication at every step. And I couldn’t be prouder of this output or happier with the partnership.“
Deena Bahri
Chegg, Chief Marketing Officer
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