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TED

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MARKETING

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TED wanted to grow its membership program. They partnered with Spark No. 9 to find the positioning that would bring in new members.

Over a three month project, I designed creative to test three approaches:
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A free tote as a straightforward incentive.
Positioning TED as a place to spark wonder.
Positioning TED around finding your community.

Digital Marketing

Each strategy was brought to life through ads and landing pages and tested across paid social. Spark No. 9 measured both ad-level performance and membership sign-ups to determine the winner: free tote bags!

Strategy 1: Free Tote

Black tote bag with an illustration of three people holding up a blue and black globe and the text 'CHANGE THE WORLD. TED Membership.' A yellow box on the left says 'WE'RE CELEBRATING OUR NEWEST MEMBERS.' Above the bag, a cartoon figure in a yellow shirt waves. Below, text reads 'Become a TED Member, get a free tote. (It's our way of saying thank you.)' with TED Membership logo at the bottom.Black tote bag with an illustration of three people holding up a blue and black Earth, with text below that reads 'CHANGE THE WORLD. TED Membership.' A yellow starburst on the left says 'LIMITED TIME OFFER!' Below the tote bag, text reads 'Get a free artist edition tote bag when you become a TED Member.'
TED Membership offer page showing an artist edition tote bag with the text 'Change the World.' Highlights include member benefits, a quote from Simon Sinek, past member-only events with speakers Luvvie Ajayi, Dan Pink, Kai-Fu Lee, Reshma Saujani, and upcoming members-only events in July and August about topics like gender, culture, and anxiety. There's a contribution section with annual and monthly options and preset amounts. The page encourages joining to get a free tote and access exclusive events and content.

Strategy 2: Feel the wonder of big ideas

Text on light blue background reads: You know that feeling when you hear a BIG IDEA for the first time? Feel the wonder with TED Membership. TED Membership logo at the bottom.Text on a soft blue gradient background says: It's time to feel WONDER again. Get inspired. Become a TED Member. TED Membership logo is at the bottom.
TED Membership promotional banner with four diverse speakers expressing ideas on a light blue gradient background, next to text inviting viewers to join and outlining benefits like inspiration, unique perspectives, and curiosity support.

Strategy 3: Find your curious community

Text on a light background with teal overlapping circles reads: 'KEEN? CURIOUS? CONNECTED? You should be a TED Member.' TED Membership logo is at the bottom.Quote on a light green gradient background, saying: 'When I watch a TED video I feel sane, validated, hopeful and a part of a community that thinks and questions. I feel so alive and vibrant.' Below the quote it says 'AGE 48, INDIA.' Text below reads 'Find your community with TED Membership.' with the TED Membership logo at the bottom.
TED logo with tagline 'Ideas worth spreading' at top, text promoting TED Membership and a red 'Join Today' button on left, and illustration of three people interacting with and cleaning a globe on right against a light teal background.
Star Anise artwork cover

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© 2026 Jessie Yao