Rosetta Stone

Influencer Marketing

SITUATION

The Blitz Metrics team partnered with the Rosetta Stone marketing team. The national and global markets for language learning systems are very competitive.  The Rosetta Stone team wanted to increase the effectiveness of their digital marketing campaigns—particularly to increase ROI and ROAS (Return On Ad Spend.)

STRATEGY

The target markets were diverse:  Consumer, Business and Educational Institutions.  The foundation of the campaign strategy was effective story-telling across multiple platforms, using a full funnel strategy to drive awareness, then consideration and ultimately affinity / conversion.  We leveraged a primarily mobile strategy combining both Instagram and Facebook.

SOLUTION

The solution was based around sequential storytelling with effective and engaging ads.  We reached each target market simultaneously with stories on what they cared about the most:

  • Consumers – how people interact with people and cultures
  • Business – how people become successful with language and expand business and career opportunities
  • Education – how students who are learning about and experiencing other cultures are expanding their opportunities

The team carefully monitored over 100 engagement metrics and evolved / tailored the stories to reflect the interests of the targets and engage them further into the funnel.

With Instagram, we:

  • Raised Awareness
  • Drove Engagement
  • Built Advocacy

With Facebook, we:

  • Reinforced Brand Messaging
  • Drove Conversion
  • Increased Frequency

RESULTS

With a total spend of $2.1MM, the campaign generated 35,957 Add to Carts. In addition, the campaign generated 258,889 highly qualified and engaged leads that exactly match the ideal target markets.