Type: Digital campaign
HackerRank is a leading platform where developers practice coding and companies assess technical talent. Its flagship community, HRC, serves 25M+ users (mainly aspiring software developers.) Amid this vast audience, I noticed a smaller group of highly engaged power users who consistently gave feedback, beta-tested features, and shaped the product. I saw an opportunity to spotlight these loyal advocates and strengthen brand affinity.
My solution was All Stars - HackerRank’s first community marketing initiative, designed to position these power users as “coding influencers.” The program celebrated their contributions and empowered them to inspire the wider community as co-creators.
Along with a team of 3, I drove end-to-end execution i.e. conducting surveys and interviews to identify our champions, defining collaboration buckets for each All Star, coming up with the visual identity, recording and producing livestreams, creating social media assets to introduce each All Star and developing custom NFTs as digital trophies, among others.
The campaign strengthened community loyalty, drove social engagement, and positioned HackerRank as a platform that grows with its users.