Blog Post #4

By the end of my first week with Chegg, I felt slightly apprehensive about my role, but mostly, I thought my ideas would not be accepted well by my team. However, to my surprise, they thought my pitch for the "World Cup content" was a solid idea for Chegg Play. Although I had nothing concrete then, my boss, Ramya, recommended I design something like a quiz. I agreed with her; I thought that it was a great idea. What still needed to be answered is how this would be entertaining to Chegg users and how my content would help the brand. However, by the time I came up with the plan, it was already the end of the work week, and I had time over the weekend to ponder those ideas.

Now that I had my idea in place, I still needed to find the exact purpose of the quiz and what it would do for the Chegg brand. I would use Hegarty on Advertising, as the first chapter heavily focuses on the concept of how ideas run advertising. While thinking over the weekend, I had many ideas flood through my head, and I struggled to find which one would actually work for both myself and the company. A key quote from Chapter 1 summed up what was going near perfectly, "Process is trying to make an order of chaos. Creativity is trying to make chaos to create order. They are at opposite ends of the spectrum." (Chapter 1, pg 28). In order to make "the perfect piece of content," I had to find the balance between something engaging and entertaining but also have that same content have immense purpose to the company while not directly appearing to do so.