GRAMMARLY

 
 
 
 
 
 
 

Grammarly is an AI-powered writing app that helps people communicate more effectively. Millions of users rely on Grammarly every day to ensure everything they type is clear, mistake-free, and impactful.

CAMPAIGN Overview

Write the Future is a campaign developed to showcase Grammarly as more than a grammar checker or writing app, but as a lifestyle brand that helps users achieve better outcomes in their everyday lives.

To target English speakers of all skill levels, we created story-driven spots featuring a diverse range of characters who use Grammarly to improve their communication: from a date-seeker writing on a Tinder-like app to land a date… to a student writing a term paper to score an A... to professionals writing emails and pitches to succeed at work. We even had a best man write a wedding toast, and revealed at the end it was for our date-seeker, now marrying his date.

The spots demonstrated how the characters’ writing helps them achieve success: they “write the future.”

CAMPAIGN GOALS

The ultimate KPI has been to drive new subscribers to Grammarly’s freemium app.

Beyond that, however, Grammarly also wants to create content that elevates the brand and its message.

What challenges did the team have to overcome?

Our challenge was ultimately to make these hybrid “performance-brand” spots compelling.

Sure, we can show how Grammarly works by correcting writing on screen, but how do we do that AND tell a story that makes people watch?

The answer was using the writing on screen to develop the characters and tell their stories. And of course, giving the characters lots of personality and making the spots feel authentic was also essential.

PERFORMANCE

Overall, Write the Future was a smashing success. The ads have been seen collectively over 100 million times, with click-through rates ranging between 0.20% and 0.30% – very, very strong compared to Grammarly’s other DR ads. Upon first viewing, about 20-30% of people watched the spots all the way through (a very strong metric for ads over :45 seconds long!).

The student ad is the star performer and one of Grammarly’s best video ads ever. It converts about 1% of the targeted audience into users.

WHO IS GRAMMARLY?

Grammarly is an AI-powered writing app that helps people communicate more effectively. Millions of users rely on Grammarly every day to ensure everything they type is clear, mistake-free, and impactful.

OVERALL strategy

At the end of the day, what everyone craves from their apps and technology is betterment: better grades, better job performance, better influence, better feedback, better relationships, better lives.

Yet not everyone thinks they need to write better. Many strong writers think they don’t need a writing app while many not-so-strong writers think their writing doesn’t matter at all.

So, Grammarly needs to convince all English speakers that they can benefit from Grammarly, showing how improving your writing improves your life.

Said simply, Grammarly enables you to Write the Future.

STRATEGIC GOALS

The ultimate KPI has been to drive new subscribers to Grammarly’s freemium app.

Beyond that, however, Grammarly also wants to create content that elevates the brand and its message.

STRATEGIC CHALLENGES

Our challenge was ultimately to make these hybrid “performance-brand” spots compelling.

Sure, we can show how Grammarly works by correcting writing on screen, but how do we do that AND tell a story that makes people watch?

The answer was using the writing on screen to develop the characters and tell their stories. And of course, giving the characters lots of personality and making the spots feel authentic was also essential.

key results

Overall, Write the Future was a smashing success. The ads have been seen collectively over 100 million times, with click-through rates ranging between 0.20% and 0.30% – very, very strong compared to Grammarly’s other DR ads. Upon first viewing, about 20-30% of people watched the spots all the way through (a very strong metric for ads over :45 seconds long!).

The student ad is the star performer and one of Grammarly’s best video ads ever. It converts about 1% of the targeted audience into users.