HelloTalk needed a more cost-effective way to run paid ads on Instagram.
They were interested in exploring influencer marketing on Instagram to determine if this would be a viable channel, with the ultimate aim of getting more downloads.
The Strategy
From my experience with Naked French, I knew language learners responded well to authentic storytelling content.
I sourced several language learning influencers (and leveraged my own French learning community) to:
- Tell the story of how we used HelloTalk in our own language learning journeys
- Explain how HelloTalk is a valuable resource to find native speakers to learn from and practice with
These took the form of carousels, video stories, and Reels of varying lengths. I measured the performance of each to determine which was the best format before scaling up.
The Results
This campaign drove a large number of app downloads straight from influencers’ Instagram accounts, with the cost of installation being 200% lower than HelloTalk’s average paid ad spend in the same period.
Additionally, I identified that short-form video is the format that drives the most downloads for HelloTalk on Instagram, an insight that has shaped their content strategy going forward.
I’ve since worked with HelloTalk on several influencer marketing campaigns, continuing to bring in more users and keep the cost of acquisition low.
