The Goal: Drive app downloads during the Babbel Black Friday Sale using targeted short-form video
To drive more sales for Black Friday, Babbel wanted to experiment with global Facebook and Instagram campaigns.
Specifically, they wanted to leverage short-form video on these platforms and increase downloads with engaging, authentic content.
Strategy
Rather than advertising through official Babbel accounts, I recommended leveraging a network of language-learning influencers to tell more personal and genuine stories.
This included my own French learning Instagram, which has a dedicated following of 80,000+ language learners.
Format
I experimented with multiple formats and lengths, including 10-15 second videos for stories and 15-120 second videos for feed advertisements.
This allowed me to see what gave the best results so I could scale up the top performers.
Content
I took a more “homemade” approach to my videos, sitting on my couch and simply telling the story of how learning a language changed my life.
This content focused on all the opportunities language learning can bring and the roadblocks I had faced in the past – especially with traditional ways of learning.
This approach was very relatable and generated thousands of comments from fellow learners who shared their own struggles.
The Results
This approach generated the most sales out of all English-speaking content creators involved in the Babbel Black Friday Campaign 🙌
With a high number of downloads and a relatively low cost per installation, this influencer marketing campaign proved to be one of the most effective.
