BABBEL / VIDEO CAMPAIGN

AIRBNB / GLOBAL CONTENT STRATEGY + PRODUCTION

BABBEL / VIDEO CAMPAIGN

Babbel’s French Challenge

Airbnb Festival of Hosting
& Airbnb “Experiences” Product Launch

Babbel’s French Challenge

Non-native learners chat with fluent French speakers in a charming and comical mini-series.

Non-native learners chat with fluent French speakers in a charming and comical mini-series

CHALLENGE

How can a language-learning app engage new users through a fun, entertaining story that also showcases the product’s efficacy?

How do you capture an event that’s happening in 17 different locations simultaneously while also promoting the launch of a revolutionary new offering?

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 eager 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.

STRATEGY

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 eager learners who spent 2 to 3 weeks documenting their experiences using the Babbel app prior to filming.

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RESULT

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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