Preply
How Preply Boosted Growth with Pangle & Global App Bundle
The Objective
Finding New Channels to Acquire High-Quality Users
Preply, a rapidly growing online language learning platform, sought new avenues for efficient investment to sustain its growth trajectory. While TikTok had been a key channel for Preply, Pangle & Global App Bundle were not part of their previous placement mix.
Given the platform’s high seasonality in October and November, this test presented an opportunity to unlock new inventory, reach untapped audiences, and maximize performance during a critical period.
Campaign Objectives & Challenges
The primary goal of the campaign was to acquire high-quality users—those who would engage with Preply’s ads, visit the website, and ultimately convert into subscribers. The key challenge was expanding beyond TikTok’s traditional placements and tapping into new, high-engagement inventory across 100,000+ global apps within the Pangle ad network.
Our Solution
Leveraging Pangle to Scale Efficiently
To address Preply’s challenges, we implemented a multi-layered strategy focused on audience expansion, message relevance, and performance optimization:
1. Expanded targeting with Pangle placements:
Unlocked new inventory across high-engagement apps, allowing Preply to reach a broader audience while maintaining efficiency.
Extended reach to regions where competition on other placements was high, tapping into fresh opportunities for conversion.
2. Tailored messaging to reinforce Preply’s unique value proposition:
The campaign emphasized that 1-on-1 online lessons with a tutor are the most effective way to learn a language and Highlighted Preply’s personalized approach, catering to individual learning goals.
3. Maximized seasonality impact:
Launched the campaign during October & November to capture peak demand.
Results
Unlocking New Efficiency & Growth
The campaign exceeded expectations, delivering substantial growth across key performance metrics:
+9% ROAS increase
+145% increase in revenue from new subscribers
+192% increase in CTR
Expanding to Pangle helped Preply scale efficiently, demonstrating incremental value beyond TikTok’s main placement while maintaining high efficiency and strong conversion rates.
Expanding to Pangle placement with TikTok has been transformative for our performance marketing at Preply. It unlocked new inventory efficiency, helping us reach a broader, engaged audience while maintaining strong ROI. TikTok’s support has been key to achieving these results."