Mondly by Pearson

The Objective

Mondly by Pearson is a foreign language learning app and is loved by millions of people worldwide. Whether you're a beginner or an advanced learner, Mondly by Pearson offers the perfect blend of cutting-edge technology and immersive content to help users master a new language with ease. To generate a buzz for their app around the period between Christmas and January (Q5), Mondly by Pearson chose to run engaging ads that would inspire a whole new audience – encouraging new subscriptions, driving revenue, and reaching as many new people as possible.

The Solution

Mondly by Pearson faced many challenges when approaching the planning of their campaign. They had suffered creative burnout in previous campaigns, as well as SKAN result delays that impacted on their action time. Fortunately, TikTok can help prepare your campaigns for proper scaling while keeping creativity fresh.

Working with Mondly by Pearson, we tested various ad setups and concepts weekly to determine the best performing approaches before starting the Q5 campaigns. As soon as any working formula was found, the scaling activities were initiated immediately in order to grow proactively. The brand also transferred successful concepts from other channels – allowing us to deploy them effectively and efficiently.

Because of Mondly by Pearson’s global appeal, the brand chose the idea of a localisation approach, giving them a dedicated ad group for each region with all the ads translated for each specific market. This dramatically improved results, and allowed for effective testing to determine which countries were bringing the best results.

Among all the apps solutions, three showed their efficiency the strongest: App profile page, App Event Optimisation with Subscription focus, and Maximum delivery bidding strategy to provide stable spending with cheaper conversions.

The Results

The Q5 campaign was a big success for Mondly by Pearson, helping the brand increase their ad spend X3 in an efficient and structured manner while boosting app installs X6. With a solid approach to planning and testing, the campaign also helped Mondly reduce their cost per install by an astonishing 45%. What’s more, Mondly were able to exceed their own all-time monthly installs number – adding further proof to the power of proper campaign planning.