During my time with the Business Careers in Entertainment Club at UC Berkeley, an extraordinary opportunity presented itself in the form of a Digital Marketing Internship at Canva. Canva is a highly innovative online graphic design platform. This experience exposed me to the world of digital marketing, branding, and strategic positioning, and honed my skills in qualitative research, campaign execution, and collaborative teamwork.
The objective of the partnership was to initiate a three-month Canva Beta Student Ambassador Program at the University of California, Berkeley. The campaign proved to be immensely successful, generating 200k+ impressions on IG and receiving 100+ ambassador applications. By the end of the campaign, we had fully utilized all promotional #canvapro codes, reaching over 600 new Canva Pro sign-ups.
You may be wondering, how did we achieve this?
Our team, consisting of 25 ambassadors, focused on content creation on Instagram and TikTok. They promoted Canva Pro and showcased its practical application in their college projects and daily life.
We further boosted engagement and Canva Pro activation through four on-campus events. However, the role wasn't solely about grand strategic thinking; it also involved hands-on tasks, like promotional flyering and tabling. Every small effort mattered in making a lasting impact on Canva.
My role as a Digital Marketing Intern focused on conducting in-depth qualitative research and interviews on over 20 non-user personas. As a team, we conducted qualitative user research on 655+ students to understand the psychology & product in-needs of student users. This pivotal task led to the refinement of Canva's strategic brand positioning, ensuring a more targeted approach to attracting new users.
A highlight of this experience was the privilege to present our final recommendations to members of Canva's Global Education Team!
Since the conclusion of my internship, Canva's ambassador program has become an official initiative. Now known as “Canva for Campus Canvassador,” the program welcomes college students from across the United States, providing them a unique platform to sharpen their communication, social media savviness, and interpersonal skills. To learn more about the initiative, please click here.
In closing, I want to express my gratitude to my team and Canva for this enriching journey. Below, you'll find pictures from our partnership, providing a glimpse into the work we accomplished together!
