For Discord’s 2024 Nitro Buy-One-Get-One (BOGO) campaign, I worked off a hunch: marketing Nitro as a tool that enables fun with friends would hit way harder than simply listing out product features. Because the campaign was planned for early August, I wanted users to see how Nitro could help them squeeze the most fun out of those last days of summer.

Tabletop RPGs were having a massive cultural moment at the time so we leaned heavily into a fantasy theme. I wanted to capture that specific "summer magic" of late night hang-outs, both online and offline, without trying to make a bunch of people looking at a computer screens or sitting around game boards seem interesting. Our approach needed to be visually arresting in order to gain the kind of attention we needed to set up the offer.

I developed a concept for an animation that showcased a group of friends on the last days of summer. The narrative jumps back and forth between the real world and imaginary game worlds they inhabit together. Animation studio Rocket Panda took the idea and ran with it, bringing the idea to life beautifully.

The primary surface for this animation was an in-app modal that contained the video along with offer copy that went out to millions of users. Beyond the in-app marketing, I oversaw the production of a cohesive social asset suite, ensuring the campaign extended across all of Discord’s owned channels successfully.

Pivoting from feature-heavy messaging to a lifestyle-first approach helped us shatter our revenue goals. The campaign unlocked 113K new subscribers and secured $2.5M in estimated annual incremental revenue. Ultimately, this creative shift drove a 13.6% year-over-year revenue bump compared to the 2023 BOGO campaign proving that selling a shared experience can be more powerful than selling the product.