The Back-to-School Pack: Turning A Best-Selling Product Into a Viral Growth Engine

At Learning A-Z, we knew our top-performing reading product had more potential—so we reimagined how it showed up during one of the most competitive times of year. I led the full concept, content, and campaign for a two-week Back-to-School experience designed to create buzz, boost trial sign-ups, and ultimately drive conversions.

To make it happen, I curated sample materials from within our product library and packaged them with exclusive guides, tools, and activities—everything teachers needed to start the school year strong. Then, I brought it to life across every touchpoint: from landing pages and email sequences to social ads and promotional content.

The result? The highest revenue-driving Back-to-School promotion in company history—and a campaign playbook that could be adapted across product lines.