How can a language-learning app engage new users through a fun, entertaining story that also showcases the product’s efficacy? Eager to gain more visibility and users in the United States, Berlin-based Babbel wanted to connect with new language learners in an offbeat and memorable way. Instead of an overly promotional approach, the app wanted a fun video series that proved how easy and effective its learning methods could be.
Magnet recommended three challenge-style concepts that showcased actual app users’ learning trajectories. They included contestants prepping every day for a Friday night date, where they would only communicate in French with a native speaker, and a cooking tournament ,where participants were issued verbal directions by a French-speaking instructor. For all concepts, we cast enthusiastic learners who spent two to three weeks documenting their experiences using the Babbel app prior to filming.
The resulting series outperformed every organic benchmark we set for the campaign. Each episode was widely liked and shared across multiple platforms, and gave Babbel a strong foothold in the American language app market.
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