For Discord’s 2024 Nitro Buy-One-Get-One (BOGO) campaign, I worked off a hunch: marketing Nitro around how it fuels fun with friends would hit way harder than simply listing out product features. Because the campaign dropped late in the season, the goal was to show users how Nitro could help them squeeze the absolute most out of those fading summer days.

The core concept came straight from my own memories of late-night gaming. Tabletop RPGs were having a massive cultural moment at the time, so we leaned heavily into a fantasy tabletop theme. I wanted to capture that specific "late summer magic" of hanging out with your squad—both on and offline—and bake it directly into our creative.

To execute the vision, I developed a concept for an in-app video modal following a group of friends through their summer and game worlds they experienced together. Animation studio Rocket Panda took the idea and ran with it, bringing the world to life beautifully. Beyond the app, I oversaw the production of a cohesive asset suite, ensuring the campaign's vibe translated seamlessly across Discord’s social channels, emails, and blog.

Pivoting from a feature-heavy playbook to a lifestyle-first approach helped us shatter our revenue goals. The campaign unlocked 113K new subscribers and secured $2.5M in estimated annual incremental revenue. Ultimately, this creative shift drove a 13.6% year-over-year revenue bump compared to the 2023 BOGO campaign—proving that selling the shared experience is just as powerful as selling the product.