Codecademy’s vision has always been about unlocking the power of the world through technology by making technical education accessible. 

Docs enables us to take that one step further and tap into the collective power of the community to achieve this vision. Docs is a community-driven collection of code documentation for popular programming languages and frameworks.

Codecademy, 2021
Role: Design Lead, Motion Designer
Creative Director: Evan Brock

PRODUCT HUNT

For the marketing channel strategy, we featured Docs on our email, organic social, blog, community pages, as well as our first time featuring on Product Hunt. I was tasked with creating this 45-60 second product video. Using our launch post on organic as a jumping-off point, we brainstormed and created a secondary, more in-depth script for Product Hunt. For this video, our objective was to explain the goal of Docs: other documentation tools are disorganized and not well-maintained, and in comparison, Docs is the easiest and most trustworthy documentation resource.

GOALS

Our main objective with this campaign is to drive traffic to Docs pages, and generate UGC Docs entries. The main target audiences were Free and Pro users, as well as anonymous visitors. 

Our initial KPIs were: 

• 45 content entries from external contributors within 4 weeks of launch

• 10k visits to Docs pages

And results were:

• Hit 54 content entries within 1 week

• Launch day hit +32k visits

ORGANIC SOCIAL

Additional assets were created for our organic social channel. Part of the launch included an Instagram Story quiz which teased the announcement of the new feature. Other assets included cover design for an IG live interview with the main developer, Sonny Li, and new evergreen content where we showcase community-contributed "Doc of the Day".