BUSUU by LA DESPENSA INGREDIENTES CREATIVOS for Busuu.com

BUSUU

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Industry Colleges, Universities & Education Centers, Language schools
Media Promo & PR, Case study
Market Spain
Agency LA DESPENSA INGREDIENTES CREATIVOS
Director Santiago Lardín
Creative Director Belén Coca
Art Director Guillermo Roda, Almudena González
Account Supervisor Harold Vas
Released November 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: BUSUU.COM
Product/Service: LANGUAGE LEARNING COMMUNITY
Agency: LA DESPENSA INGREDIENTES CREATIVOS
Date of First Appearance: Nov 20 2010
Entrant Company: LA DESPENSA INGREDIENTES CREATIVOS, Madrid, SPAIN
Entry URL: http://save.busuu.com/
Creative Executive Director: Miguel Olivares (La Despensa)
Creative Executive Director: Javier Carrasco (La Despensa)
Creative Director: Belén Coca (La Despensa)
Account Supervisor: Harold Vas (La Despensa)
Art Director: Guillermo Roda (La Despensa)
Art Director: Almudena González (La Despensa)
Copy: Jorge Sánchez (La Despensa)
Creative Programmer: Rubén Morato (La Despensa)
Server: Marimar Ruiz (La Despensa)
Director: Santiago Lardín (Play Films)
Executive Producer: Isidro Arjona (Play Films)
Media placement: Online Campaign - Online - 20 November 2010

Insights, Strategy & the Idea
Busuu.com is an international language learning network present in 200 countries. The objective was to obtain more registered users from countries in Europe on busuu.com, increase traffic on the website and gain international brand awareness.

The Busuu is a language from the North of Cameroon recognised by UNESCO to be in danger of extinction. There are currently only 8 speakers left. In June 2010 we went there to meet the last speakers. With them, we created the song Save Busuu. We created the first video clip in the Busuu language where the last speakers play the leading roles. In addition, we encouraged people to learn Busuu on the only website where it is taught, busuu.com.

Creative Execution
At Busuu.com, we teach many languages, so why not Busuu? With Save Busuu, we created relevant content that allowed us to go viral, gain registered users and be noticeable internationally with a limited budget. This content was directly linked to the brand’s name and core business: teaching languages.

People were led to the video by a newsletter sent to the company’s database, as well as announced in the website Busuu.com.
We also created a Facebook profile for each of the 8 Busuu speakers from Cameroon. It was the first time they had any contact with the Internet, and in their profiles people were able to see the video and get into busuu.com. We dynamised the profiles, sending messages to the Busuu speakers Facebook friends on special occasions, such as birthdays, where we sent them a video with the “Happy Birthday” song by the Busuu speaker in the Busuu language.

Results and Effectiveness
With only 75,000 euros budget, we received a growth rate of over 2501.76% unique visits during the campaign. The campaign was a success raising the number of registered users on busuu.com by 800,000 new users. The campaign had great coverage in the media with 4,120,160€ of free publicity. We got 50,000 fans in Facebook and created 8 busuu speakers profiles. We saved the language that names our site: www.busuu.com.