Client: Busuu
Busuu ist weltweit das größte soziale Netzwerk zum Erlernen von Sprachen. Auf dem Internetportal wird audiovisuelles Lernmaterial in 12 verschiedenen Sprachen angeboten. Zudem können Lerngemeinschaften gebildet werden, indem eine Community von über 60 Millionen Muttersprachlern weltweit genutzt werden kann.
Our task
Development and repositioning of an international brand on the German market
Process flow
Case study Busuu
Challenge
Create a clear brand position and the requisite definitions and analyses of target groups, competitors and marketing methodologies in order to achieve a sustainable brand image.
Process
- Carry out workshop with senior management (including preparation and follow-up)
- Draw up target definition and plan of action for TV brand campaign
- Review vision
- Analyze/differentiate relevant competitors and target groups (free/premium users)
- Define positioning criteria and target brand position
- Collect and identify brand values to create core brand
- Formulate brand messages for target group (consumer insight, barriers to overcome, promise, reason why)
- Create briefing documentation for TV spot to be made by agency, support in selection of agency and implementation
planning
Result
Clear increase in brand awareness
Image made congruent to positioning
Demonstrable increase in traffic, registration and conversion
Enabler Team
