How do you make bite-sized learning binge-worthy?
You give it a brand—and a purpose.
The IMF Institute's microlearning video platform had world-class content but struggled to find an audience. With 228 bite-sized videos on YouTube, it had fewer than 10,000 subscribers and only 628,000 views—far below its potential to equip young government and banking professionals with real-world economic insights.
Through a design-thinking session, a key insight emerged: the content lacked a clear identity and a compelling call to action. The solution? A focused brand, a powerful tagline ("Come and Grow"), and a bold promotional strategy leveraging the IMF’s global credibility. A 30-second campaign video reinforced the fast, career-boosting value of microlearning.
The results were transformative.
• Views skyrocketed from 628,000 to 1.8 million.
• Subscribers nearly doubled to 18,800.
• The IMF solidified its position as a leader in global economic education.
Big insights. Small videos. Massive impact.
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ROLES:
Creative Direction
Campaign & Creative Strategy
Social Media Strategy
Copywriting
Design-Thinking Facilitation