"Our collaboration with Shuttlerock creating Babbel's very first playable ad has been a great experience. They quickly identified our needs as a premium brand and produced a state of the art playable asset, both in terms of design and functionality."
Caroline Hermansson, Team Lead Paid Social at Babbel
Education Tech Case Study
Since 2007, Babbel has been helping millions of people worldwide achieve their language learning goals. Babbel’s tech-driven solution is at the forefront of modern language learning, enabling users to master their target language efficiently, in a way that suits them on an individual level.
Babbel has evolved into the world’s top-grossing language learning app, offering courses in a wide range of languages, whilst continually improving their technology with an overarching mission of making language learning easy, for everyone.
Equally fun and educational, Babbel offers its users a rich and rewarding learning experience that guides them along the road to success. The challenge for Babbel lies in conveying this in a way that encourages users to jump onboard, trial the app, and see these attributes for themselves.
With this in mind, the team at Babbel wanted to explore how they could engage prospects on a much richer level by incorporating aspects of interactivity into their digital advertising strategy. By giving audiences a taste of their product through their video ads, Babbel believed that they could garner more qualified leads resulting in a lower cost per purchase (CPP).
Babbel wanted to explore how they could engage prospects on a much richer level by incorporating aspects of interactivity into their digital advertising strategy.
Babbel decided to develop an interactive playable ad for placement on Facebook and Instagram to help them promote a seven-day free trial offering. Having no prior experience in developing HTML playable ads, Babbel turned to Shuttlerock to produce an immersive, hands-on playable ad experience that utilized Babbel’s existing in-app imagery.
For apps such as Babbel, playable ads are a perfect fit, enabling prospects to demo before downloading, essentially taking the app for a digital test-drive. The Shuttlerock-produced playable gave audiences a snapshot of Babbel’s Spanish course, showcasing two demo rounds of in-app gameplay.
The full playable can be broken down into three parts:
1. Lead-in video
The lead-in video is a short ad that is placed in standard placements such as in-feed and stories.
The point of this video is to drive interest and encourage audiences to click through into the playable.
As you can see with Babbel lead-in to the right, messaging needs to be clear and concise, with an obvious call to action “click here” supported by a visual prompt.
2. Playable demo
When clicking through from the lead-in video, the audience is transported into a full-screen demo where they can take their first Spanish lesson.
The user is asked to perform two basic language learning tasks: first translating the Spanish word “Gracias” into English, and then sorting two Spanish words to form the phrase “I’m learning Spanish”.
Simple, yet effective, this interactive demo engages the user by putting them in the driver’s seat, playing an active role rather than the passive experience of traditional ads.
3. Call to action
After immersing the audience, the playable concludes on an end screen comprised of a strong CTA, encouraging the prospect to download the Babbel app, starting their free trial.
This creates leads that are more qualified, increasing the likelihood of a subscription.
Our collaboration with Shuttlerock in this specific project of creating Babbel's very first playable ad has been a great experience.
Shuttlerock quickly identified the needs we have as a premium brand and produced a state of the art playable asset, both in terms of design and functionality.
Our users loved the playable ad and we received very positive and high user engagement compared to normal prospecting ads, but most importantly; we lowered our CPA for the given demographic in a strong and very convincing way.
We will definitely continue working with Shuttlerock and create more playable ads in the future!
Team Lead Paid Social at Babbel
Decrease in cost per purchase
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