Before internet influencers showed us the latest trends, there were teachers— inspiring, encouraging, and shaping us into who we would become. For Teacher Appreciation Week 2023, I pitched the idea of reframing them as “the original influencers” and led the campaign from concept to completion, including creative direction, video editing, and visual identity.

The Challenge

Each year, the challenge is finding a way to honor teachers that feels authentic and meaningful. Many Teacher Appreciation Week campaigns focus on discounts, but true appreciation can’t be measured in ROI alone.

Constraints included:

• Finding a unique angle that went beyond promotions or product ties
• Delivering an authentic campaign that resonated emotionally with teachers and students
• Piloting Vocal Video for the first time to capture stories outside our customer base

The Process

• Concept: Developed the “Teachers: The Original Influencers” idea during a brainstorming session and officially named the campaign.
• Content Gathering: Posted calls on social and email for submissions via Vocal Video, allowing participants to share teacher stories through video or audio.
• Design & Branding: Designed a ripple-effect animation in After Effects to symbolize how a teacher’s influence extends outward across generations.
• Video Production: Edited testimonial videos in Premiere Pro, adding subtle branding and stock music to unify tone.
• Landing Page: Built a campaign hub with copy support from the content team to showcase videos and drive engagement.

The Outcome

• Created an emotionally resonant campaign that stood apart from transactional Teacher Appreciation Week promotions
• Generated heartfelt submissions from educators, parents, and students that continue to live on the site
• Strengthened ExploreLearning’s positioning as a company that genuinely values teachers, not just as customers but as people

Reflection / Takeaways

• Showed how a simple, bold idea can be expanded into a memorable, lasting campaign
• Reinforced the power of storytelling in marketing and the role of authentic voices over product-driven messages
• Validated my ability to lead projects from concept to execution, even while introducing new tools and approaches