DISCIPLINE:
Social, Advertising, Motion
CLIENT:
Speak: Language Learning App
YEAR:
2025
ABOUT
Speak App
Speak is an innovative, AI-powered language learning platform that helps people build real-world language skills. It offers personalized lessons with interactive exercises and instant feedback, adapting to each person’s learning pace. Speak makes learning a new language fun and engaging, helping new learners become a confident, conversational speaker.
FORMAT:
Feed Posts
CAMPAIGN:
"Relatable Text"
OVERVIEW:
Content built around shared experiences in language learning. Designed to feel familiar and easily shareable –– encouraging saves, reposts, and broader engagement.
FORMAT:
Carousel
CONCEPT:
"You Look Happier" Trend
OVERVIEW:
Leverages a familiar social trend to connect language learning with real-world items/activities. Ties language to experiences like travel, food, and culture to make learning feel tangible.
GOALS - PHASE 1
When I was brought on to assist the marketing team, the main challenge Speak faced was their disconnected core audience on Instagram and TikTok. From 2023 until 2025 they posted a specific type of formulaic video content that helped grow the account quickly, but didn’t actually align with the brand or its product. It also resulted in a 95% international following.
Our first set of goals was to raise overall brand awareness, and increase the US following by revamping the social channels with a mixture of educational, relatable, and culturally-relevant content.
FORMAT:
Carousel
CONCEPT:
"Cultural Snapshots"
OVERVIEW:
Magazine-style collage built around cultural references as clues for upcoming language launches. Combines landmarks, food, and pop culture to generate curiosity and anticipation.
FORMAT:
Carousel
CONCEPT:
“Slang Around the World”
OVERVIEW:
A simple format translating everyday phrases across multiple languages. Designed for visual appeal to promote saves and shares.
FORMAT:
Feed Post
CONCEPT:
“Don’t say __, say __”
OVERVIEW:
Reframes common textbook phrases into more natural, conversational alternatives. Focused on helping users speak in a way that feels more casual and culturally relevant.
GOALS - PHASE 2
Speak introduced four new languages to their app in June 2025 –– our second set of goals began with building curiosity for these languages, and priming users to connect language learning to cultural experiences. After shipping, our goal with social creative was to maintain momentum raising awareness for the product and its new languages. We also introduced motion graphics centered around culture and travel to help users connect language with experience.
FORMAT:
Motion
CONCEPT:
"Free Talk - French"
OVERVIEW:
Highlights how users can jump into real, unscripted conversation and practice speaking naturally. Focused on building confidence through open-ended dialogue, not structured lessons.
FORMAT:
Motion
CONCEPT:
"You Asked, We Delivered"
OVERVIEW:
Introduces new language pairs on launch day. Mock DMs, Slack pings, and support requests asking when new languages would arrive. Leverages user demand for a more engaging rollout.
FORMAT:
Motion
CONCEPT:
"Spanish Speaking Destinations"
OVERVIEW:
Connects language learning to travel and exploration. Positions Speak as a tool to engage more with real-world culture while abroad.