To boost daily active members during a typically low-engagement period, UNiDAYS launched an integrated Spring Break campaign aimed at existing US college student members. Insights revealed that many students felt pressured to follow the stereotypical Spring Break trend—like beach vacations—primarily for social media appearances.

The campaign sought to break this mold by empowering students to embrace their own version of Spring Break, whether through travel or a staycation. The tagline, “Break It, Don’t Fake It,” was paired with striking visuals of models styled like dolls against obviously artificial, staged backgrounds, symbolizing the rejection of societal pressure in favor of authenticity.

We partnered with 10 top brands to offer exclusive student discounts across three categories: Tropical Travel, City Escape, and Staycation—catering to different Spring Break preferences and lifestyles. The campaign resulted in an 18% increase in daily active users during the campaign period and a 15% boost in user engagement across social media channels, driving a 20% growth in partner brand sales.

My Role:

• Art Direction
• Design
• Illustration
• Photo Editing