Tech Type Quiz

Challenge:
IBM SkillsBuild offered a traditional career assessment tool, but it lacked emotional resonance and engagement, particularly for early-career learners unfamiliar with IBM or the tech industry. We needed to reimagine the experience to spark curiosity, build trust, and drive learner conversion.

Solution:
I led the creative and strategic transformation of the existing assessment into a Buzzfeed-style personality quiz powered by AI-driven course recommendations. The experience was designed to be fun, visually appealing, and values-based, mapping learners to mascots that reflected real-world job roles and learning pathways.

To scale engagement and build trust, I developed a global influencer campaign that paired potential learners with STEM professionals and creators who mirrored their interests and identities.

My Contributions:

• Campaign & Channel Strategy
  Developed the global marketing campaign to launch the quiz, targeting Gen Z learners through social media, influencer partnerships, and internal IBM networks.
• Persona Development + Creative Direction
  Co-led development of six new mascot personas—including names, backstories, and visual direction—in partnership with IBM’s brand team and a commissioned illustrator. Each mascot was tied to in-demand job roles and corresponding learning paths.
• Influencer Activation
  Built and deployed an influencer strategy that leveraged relatable creators and IBM employees across priority markets to promote the quiz authentically and increase credibility with new audiences.
• Cross-Functional Collaboration
  Worked across product, design, content, and brand teams to ensure a consistent learner experience from first touchpoint to course registration.

Results:

• Achieved millions of impressions and an average 5%+ engagement rate across key social platforms
• Increased learner registrations and engagement by optimizing new conversion paths from the quiz to IBM SkillsBuild content.
• Received IBM’s Client & Partner Success Award (2023) for campaign innovation and impact