Rosetta Stone | Binge Unlimited Languages | Product Supporting Campaign
Binge: A Pandemic Story.
When the Product team tells you about an exciting new offer that finally gives consumers the ability to purchase a subscription to all our languages instead of just one, you naturally grab the team to come up with an integrated campaign idea to inform the world of our new awesomeness.
Role: Creative Direction, Art Direction, Key Art Designer
Let’s turn language learning into content worth binging.
Learn multiple languages and open the door to binging life with limitless global adventures and travel possibilities. Andiamo!
A week in and the campaign is humming along and sales are great .
Then Covid hits...hard. No world travel. No global adventures. Everyone stay home. Including us.
Nobody freak out. We just have to change everything ASAP.
We quickly realized, that in order to not be tone deaf as a Brand, we needed to pivot the campaign’s execution ASAP. Images of traveling to foreign locations felt wrong and living life adventurously wasn’t something we could do at the moment.
But what consumers did have was time and we were seeing a strong push towards making the most of that time through personal investment and self betterment. So naturally we updated our creative to be more relevant and to meet people where they actually were: their homes. Binge away, but do it from your couch.
We were back on track. The direction felt right for the Brand and the offer was really resonating with consumers.
Pivot…again.
As the months went by and new hobbies and routines became old and boring, we pivoted once again to stay current and accurately capture the country’s climate. And to offer language learning as a fresh alternative to making sourdough and binging Tiger King...again.
73.6% of all stats are made up.
+30M
Facebook Impressions
125k
Clicks from Facebook
$1.1M
Revenue from Facebook
$8.0M
Revenue from Email
All said and done, this was easily our most successful campaign in company history. At the time of my departure, after running for a year, this campaign couldn’t be beat by anything else we ran against it. Boom.