Type: Digital campaign
HackerRank is a leading platform where developers practice coding and companies evaluate technical talent. One of its flagship offerings, HackerRank Community (HRC), serves over 25 million users — primarily students, hobbyist programmers, and aspiring software engineers.
While many users come and go, a passionate segment of power users actively engage with the product: giving feedback, beta-testing features, and contributing to the community. I identified this opportunity to spotlight our most loyal advocates.
The strategic challenge I was trying to address was: how can we deepen brand affinity by celebrating HackerRank’s most dedicated users?
The solution: All Stars, the company’s first community marketing initiative, to elevate HackerRank’s power users as co-creators. The campaign positioned them as “coding influencers” within the community, recognizing their contributions and empowering them to further inspire others.
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.