Crafting brand & marketing experiences that attract, engage, and convert a global community of Arabic learners.
Crafting brand & marketing experiences that attract, engage, and convert a global community of Arabic learners.
Crafting brand & marketing experiences that attract, engage, and convert a global community of Arabic learners.
Crafting brand & marketing experiences that attract, engage, and convert a global community of Arabic learners.
INTRODUCTION
INTRODUCTION
As Arabic All The Time entered a competitive language-learning market dominated by established apps focused on grammar-heavy approaches, AATT needed to clearly communicate its value proposition as a video-first platform.
As Arabic All The Time entered a competitive language-learning market dominated by established apps focused on grammar-heavy approaches, AATT needed to clearly communicate its value proposition as a video-first platform.
As Arabic All The Time entered a competitive language-learning market dominated by established apps focused on grammar-heavy approaches, AATT needed to clearly communicate its value proposition as a video-first platform.
I led design across various brand & marketing initiatives, translating the product's approach into high performing visual assets that clarified product value, improved user acquisition and delivered on measurable growth.
I led design across various brand & marketing initiatives, translating the product's approach into high performing visual assets that clarified product value, improved user acquisition and delivered on measurable growth.
I led design across various brand & marketing initiatives, translating the product's approach into high performing visual assets that clarified product value, improved user acquisition and delivered on measurable growth.
Scope
Scope
Scope
Brand & Marketing Campaign
Brand & Marketing Campaign
Brand & Marketing Campaign
Industry
Industry
Industry
EdTech
EdTech
EdTech
Collaborators
Collaborators
Collaborators
Hamza Alhamwi
Hamza Alhamwi
Hamza Alhamwi
PROJECT OVERVIEW
PROJECT OVERVIEW
As the product launched and began gaining traction, AATT needed to clearly communicate the products differentiated learning model and convert growing interest into sustained user acquisition, subscription growth and ultimately recurring revenue.
As the product launched and began gaining traction, AATT needed to clearly communicate the products differentiated learning model and convert growing interest into sustained user acquisition, subscription growth and ultimately recurring revenue.
As the product launched and began gaining traction, AATT needed to clearly communicate the products differentiated learning model and convert growing interest into sustained user acquisition, subscription growth and ultimately recurring revenue.
problem statement
problem statement
"As a new entry to the language learning space, AATT faced the challenge of introducing a different approach to learning Arabic in a market already dominated by traditional learning platforms."
"As a new entry to the language learning space, AATT faced the challenge of introducing a different approach to learning Arabic in a market already dominated by traditional learning platforms."
"As a new entry to the language learning space, AATT faced the challenge of introducing a different approach to learning Arabic in a market already dominated by traditional learning platforms."
While the product offered a unique video-first, immersion-based learning experience, its value was not immediately clear to new and potential users encountering the platform for the first time.
While the product offered a unique video-first, immersion-based learning experience, its value was not immediately clear to new and potential users encountering the platform for the first time.
While the product offered a unique video-first, immersion-based learning experience, its value was not immediately clear to new and potential users encountering the platform for the first time.
APPROACH
APPROACH
I developed a cohesive creative direction and marketing system that could communicate the product’s unique learning model while scaling consistently across multiple channels. Achieving this required the following;
Aligning on the business objectives: To begin it was important to identify the key business outcomes, such as increasing product awareness, driving traffic to the marketing site, encouraging app downloads and paid subscriptions.
Establishing the creative direction: The creative direction was built around a simple idea, expressing the ease of learning Arabic, focusing on a global appeal and utilising product UI along side key messaging to drive home the point.
Creating a scalable system: Creating a flexible visual system that could scale across multiple formats while maintaining consistency across channels and ensuring whether users encountered an ad on a billboard or social media feed it remained cohesive.
Multi-channel execution: The campaign concept was translated into channel-specific assets, ensuring consistency across public displays, social media, landing pages, and email newsletter.
Driving conversion through design: Messaging and visual hierarchy were crafted to guide users through a simple journey: Discover → Understand → Download → Start Watching. This ensured that every marketing touchpoint not only built awareness but also contributed to measurable increase in traffic, engagement, and subscriptions.
I developed a cohesive creative direction and marketing system that could communicate the product’s unique learning model while scaling consistently across multiple channels. Achieving this required the following;
Aligning on the business objectives: To begin it was important to identify the key business outcomes, such as increasing product awareness, driving traffic to the marketing site, encouraging app downloads and paid subscriptions.
Establishing the creative direction: The creative direction was built around a simple idea, expressing the ease of learning Arabic, focusing on a global appeal and utilising product UI along side key messaging to drive home the point.
Creating a scalable system: Creating a flexible visual system that could scale across multiple formats while maintaining consistency across channels and ensuring whether users encountered an ad on a billboard or social media feed it remained cohesive.
Multi-channel execution: The campaign concept was translated into channel-specific assets, ensuring consistency across public displays, social media, landing pages, and email newsletter.
Driving conversion through design: Messaging and visual hierarchy were crafted to guide users through a simple journey: Discover → Understand → Download → Start Watching. This ensured that every marketing touchpoint not only built awareness but also contributed to measurable increase in traffic, engagement, and subscriptions.
I developed a cohesive creative direction and marketing system that could communicate the product’s unique learning model while scaling consistently across multiple channels. Achieving this required the following;
Aligning on the business objectives: To begin it was important to identify the key business outcomes, such as increasing product awareness, driving traffic to the marketing site, encouraging app downloads and paid subscriptions.
Establishing the creative direction: The creative direction was built around a simple idea, expressing the ease of learning Arabic, focusing on a global appeal and utilising product UI along side key messaging to drive home the point.
Creating a scalable system: Creating a flexible visual system that could scale across multiple formats while maintaining consistency across channels and ensuring whether users encountered an ad on a billboard or social media feed it remained cohesive.
Multi-channel execution: The campaign concept was translated into channel-specific assets, ensuring consistency across public displays, social media, landing pages, and email newsletter.
Driving conversion through design: Messaging and visual hierarchy were crafted to guide users through a simple journey: Discover → Understand → Download → Start Watching. This ensured that every marketing touchpoint not only built awareness but also contributed to measurable increase in traffic, engagement, and subscriptions.
OUTCOMES
OUTCOMES
Through various brand and marketing initiatives, the following results were achieved;
+67% increase in conversion from free trials to paid subscription: A clear brand and product positioning was established, and a conversion-focused design helped users recognise the value of the platform and transition into paid subscription, increasing MRR by 11%.
+21% growth in monthly active users across web & mobile app: Through consistent brand storytelling, engaging campaigns, and improved product discovery, the platform saw a significant increase in active learners engaging with content across both web and mobile.
+19% increase in landing page traffic: The launch of the marketing site supported by campaigns across OOH, social media, digital campaigns etc drove a measurable increase in top-of-funnel acquisition.
Through various brand and marketing initiatives, the following results were achieved;
+67% increase in conversion from free trials to paid subscription: A clear brand and product positioning was established, and a conversion-focused design helped users recognise the value of the platform and transition into paid subscription, increasing MRR by 11%.
+21% growth in monthly active users across web & mobile app: Through consistent brand storytelling, engaging campaigns, and improved product discovery, the platform saw a significant increase in active learners engaging with content across both web and mobile.
+19% increase in landing page traffic: The launch of the marketing site supported by campaigns across OOH, social media, digital campaigns etc drove a measurable increase in top-of-funnel acquisition.
Through various brand and marketing initiatives, the following results were achieved;
+67% increase in conversion from free trials to paid subscription: A clear brand and product positioning was established, and a conversion-focused design helped users recognise the value of the platform and transition into paid subscription, increasing MRR by 11%.
+21% growth in monthly active users across web & mobile app: Through consistent brand storytelling, engaging campaigns, and improved product discovery, the platform saw a significant increase in active learners engaging with content across both web and mobile.
+19% increase in landing page traffic: The launch of the marketing site supported by campaigns across OOH, social media, digital campaigns etc drove a measurable increase in top-of-funnel acquisition.
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