According to Fortune Magazine, Gen-Xers (35 to 49 years old) spend more time online than any other group at 7 hours per week. Millennials (18-34 years old) spend 7 hours per week on social. Companies have turned to mobile marketing and social media as a way to connect with these demographics. Rosetta Stone saw the trend and tapped into YouTube as a medium that went straight for their target audience. Jumping on the social bandwagon early, Rosetta Stone boosted its brand online.
Leveraging YouTube led to the creation of “Boring Bill,” a character who transforms his boring life into one of excitement by learning a new language. It’s a humorous campaign that shows the target audience how Rosetta Stone could vastly improve their lives. And, it worked. Rosetta Stone reportedly increased its mobile traffic by ten times!
Using Social Media to Sell a Social Product
Learning a new language is a social endeavor. People want to learn a language to meet new people and visit interesting exotic places. Rosetta Stone understands its audience. They touch them where they live, on social media.
Rosetta Stone’s marketing strategy made use of YouTube’s video Masthead and TrueView to increase brand awareness and reach people where they spend the most amount of time, on their phones.
About Rosetta Stone
Founder Allen Stoltzfus began Rosetta Stone in 1992 as a way to learn Russian more easily. Since then they have created courses for over 30 languages. Initially, courses used CD-ROM, but in 2013 they evolved into cloud-based software solutions to help people interact from anywhere.
They also provide English literacy products for children from 4 to 18. Students and teachers around the globe can access courses online.
The initial marketing goals that Rosetta Stone had set for themselves included creating brand awareness, increasing website traffic, and motivating visitors to sign up for a free trial.
To accomplish these goals, they successfully connected with their YouTube audience. However, they knew that to increase their online video presence and reach out to their target audience; they had to come up with something creative.
They created several iterations of their campaign using TrueView insights. They used TrueView to gauge what creative ideas had the most significant impact among their target audience. Aside from this, Rosetta Stone knew they needed content that would grab hold of viewers. So, they decided to engage in a campaign that would show people how Rosetta Stone could change their lives.
Results Of Digital Marketing
Rosetta Stone’s initial campaigns resulted in a ten percent increase in mobile traffic to the site. Also. There was a 51% increase in YouTube channel subscribers due to this two-pronged mobile approach adopted by Rosetta Stone. YouTube search marketing experienced an 89% lift in brand traffic.
Rosetta Stone was an early adopter to mobile media. It is still a powerful marketing tool that continues to help create brand awareness and increase site traffic.
Image Credit: Rosetta Stone