MasterClass subscriptions boomed during the Pandemic, but things slowed once people’s lives got busy again. We had to start a conversation about the value of online learning — amid YouTube University, TikTok and all the other free resources out there.

Cultural Context: An underlying sense of “stuckness” existed as people were recalibrating and reprioritizing their lives. People craved a changed, but they weren’t fully sure what kind of change or where to start. They had the wanting, but taking time to learn something new felt too daunting.

The Truth: Learning changes you, but learning from the best changes everything.

Strategic POV: Your best is yet to come.

Creative Campaign: BLAME IT ON MASTERCLASS