Strider the Fox
Role
Art Direction
Design
Brand Strategy
Campaign
Social
K12
The little fox who made a big impact on students and marketing.
Situation
K12 is a leader in online K–12 education, delivering industry-leading hands-on learning. Students first met this little fox character in their online school platform. A creative team-driven initiative brought this low-fidelity character into the marketing spotlight with a new look and lot of charisma.
Solution
After a well-prepared internal pitch to bring this fox character into the marketing world, my creative director and I worked closely to build a character persona and go to market plan. With a team of writers and designers behind us, we built out a full character profile, paid and social strategy, scripts, and storyboards for our first set of Strider the Fox national commercials. Through continued success and high marketplace performance, Strider found their way into all forms of paid and organic social, enrollment packets, swag, AR filters, and more. Strider continues to be a top performing marketing asset, increasing lead generation while maintaining engagement and retention with currently enrolled students familiar with our character.
Lo-Fi
Hi-Fi
Building Strider and the Campaign
Art Direction
Concept
Strategy
Partnering with animation agency Duke & Duck, we developed a high-fidelity rendering of Strider and began to build out a hybrid animated commercial with internally produced footage, scripts, and storyboards. This spot was versioned out for each marketing funnel and placed on National TV, YouTube, and paid social.
Strider Gets Social
Art Direction
Design
Our fox made their debut on social channels with a naming contest. After our fox received the name Strider, they found their way into selfies, workspaces, and graduations with a series of AR filters, showed off fun Strider-themed activities available to families, and helped show future students around the online school platform.
Social competitions and promotions lead to our highest UGC performance to date.
Strider Activities Page
Art Direction
Concept
Strategy
Strider has made their way onto many K12.com pages and graphics, but as my team created more and more assets for students it became clear we needed a single hub to share out resources. Working with my UX/UI and SEO team, my vision for a Strider hub came to life.
The Strider Activities Hub is now a resource for our organic social team, providing a single location for continued organic promotion of new Strider assets and study resources.
Strider Swag
Art Direction
Concept
Strider swag is making their way into the arms of our students through school stores, contests, and promotions. We love nothing more than seeing the faces of our students light up when we bring stickers, shirts, and hats with us for production shoots.
