Turning Influencers Into a Growth Engine for a Language App

Influencers brought Hack Chinese to life by showing how vocab mastery can feel intuitive, fun, and worth sticking with.

< Industry >
EdTech
< Target market >
English-speaking Mandarin learners
< Client >
Hack Chinese
< Product >
Subscription-based vocabulary platform

< THE CHALLENGE >

To drive sign-ups for an EdTech platform, we launched an influencer campaign that highlighted real-world learning moments.

< RESULTS >

17%

CTR

10%

Click-to-sign-up rate

12+

influencers activated
  • Demonstrate the platform’s features in a relatable and engaging manner
  • Drive platform sign-ups

< Campaign Goals >

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< Strategy >

To showcase the power of Hack Chinese’s spaced repetition, customizable study plans, and progress tracking, we made sure influencers highlighted how effortlessly these features could be integrated into their daily routines.

‍

But we wanted more. We needed to make learning feel fun and engaging, so we took a creative leap.

< HOW WE DID IT >

We went after influencers across various platforms–TikTok, YouTube, and Instagram–places where learners are eager to engage with content that speaks their language, literally.

‍

We looked for creators with real credibility in the language-learning space. Our team focused on two core profiles: Mandarin learners who document their journey online and experienced tutors who create practical content for their communities.

‍

But we didn’t just settle for the typical “how-to” content. Enter Laurier Lachance, an energetic musician who’s spent years performing across Asia, blending pop, rap, and his global influences into his music.

Laurier showed how language learning can be part of something you love. He used Hack Chinese to learn the lyrics of a popular song in Mandarin, then performed it for his followers.

‍

By tapping into Laurier’s passion for music and language learning, we created content that resonated with viewers on a deeper level.

< TAKEAWAYS >

Creators bring EdTech to life.

EdTech marketing doesn’t have to be dry. When you make the product personal and integrate it into a creator’s real life, it becomes part of their journey and sparks an emotional connection with the audience.

Mischka always made sure we understood the strategy and their progress while executing on the strategy. This eliminated any doubts we had that we were on the right path. After the first few meetings, our confidence in letting Mischka take action on our behalf was as high as it could possibly be.
Daniel Nalesnik
Founder, Hack Chinese

< Post-Campaign Impact >

The campaign drove lasting results as sign-ups continued to grow months after launch, while influencer content boosted brand credibility and trust. Influencer videos became evergreen social proof, and the brand’s learner community expanded through creator audiences.

SEE MORE CASES

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View Case Study
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442
“ I happily watched this whole ad.”
Tim Belomo
“I’m influenced. Let me go see how much it is.”
Rob
“This is the most logical partnership I’ve ever seen in my life”
Andrew Crusoe
“When you know from the beginning that the entire video is a commercial but you watch it anyway … that’s some good stuff right there!”
@MisterItchy
“Also, this is the most brilliant partnership ever.”
That Midwestern Mom
“I trust them already bc they have genius taste in marketing.”
Erin @sneakybrownnoser
“Better than most corporate training films, right here.”
@jpo3811
“Now that’s an incredibly well matched ad.”
@joachimschoder
“As a person who hates ads, that was the most flawless, relevant, and timely segue from content to sponsor I’ve ever seen.”
@adx442

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