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TED

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MARKETING

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TED wanted to grow its membership program. It 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:
  • 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: Get a free tote

TED ad: “Become a TED Member, get a free tote,” with the illustrated Change the World tote bag.TED ad: a limited-time offer of a free artist edition tote for new members.
TED Membership offer page with a free tote, member-only events and annual or monthly contribution options.

Strategy 2: Feel the wonder of big ideas

TED ad: “You know that feeling when you hear a big idea for the first time? Feel the wonder with TED Membership.”TED ad: “It’s time to feel wonder again. Become a TED Member.”
TED Membership landing page about feeling the wonder of big ideas, featuring four speakers.

Strategy 3: Find your curious community

TED ad: “Keen? Curious? Connected? You should be a TED Member.”TED ad with a member quote, “When I watch a TED video I feel sane, validated, hopeful,” and the line “Find your community.”
TED Membership landing page with a Join Today button and an illustration of people caring for a globe.
Star Anise magazine covers on Chinatown, boba liberalism and rappers made in China.

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© 2026 Jessie Yao