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.
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.
