Initial situation
Babbel, an app for learning languages, started its spanish communication and PR campaign in July 2016. The objective was to gain visibility, recognition and reputation amongst media and potential users in the Spanish market.
Challenge and communication strategy
The main challenge from a communication standpoint was the fact that the product was already launched and the media already new the product. Our challenge was to offer new angles and situations to highlight product leadership. Not having a Spanish speaking person was also a drawback for the brand. Content creation and management by the agency was therefore vital. LF Channel developed a plan focused on the media’s interest boosting the app’s main qualities and unique factors. The outreach was conducted through press releases, collaborations with bloggers and media, signed articles, seasonal content, product tests, interviews…
Results
During the ten months of the campaign a total of 315 clippings were generated and distributed amongst the target media (technological, general, lifestyle, education, marketing…). These results added up to 342.506.824 unique users and AVE of 286.673€. During this period, both local and national media kept Babbel in mind with their articles on language learning and generated collaboration opps. For instance, participating in an ebook launched by Womenalia, the main women professional network in Spanish, with tips for learning languages.
