Membership Growth
TED
Using creative as a research instrument to find the language that grows a global membership.
The brief
TED wanted to understand what positioning and language would actually attract new members — not hypothetically, but through real audience behavior. The challenge: find the message that resonates before committing to a full campaign.
What I did
I designed the overall testing strategy — which positions to test, which channels, how to structure variants for clean signal. Then wrote all nine positions' corresponding ads and landing pages. The approach treated creative not as an end product but as a strategic research tool: each piece was a hypothesis, and the results were data.
Work samples
Outcome
A full-funnel strategy with clear evidence of what to say, to whom, and at what stage — a positioning foundation that informed TED's membership marketing going forward.