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:
There are so many shared experiences, relatable thoughts, etc. when it comes to language learning. We want people to look at these posts and be inspired to save, send to their friends, or share on their stories.
FORMAT:
Carousel
CONCEPT:
"You Look Happier" Trend
OVERVIEW:
Utilizes a familiar social trend to connect language learning with activities/landmarks/foods associated with the respective language. Users should feel like learning will be tangible and rewarding.
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 with cultural snapshots as clues for the new languages launching (popular landmarks, pop culture icons, foods, etc).
FORMAT:
Carousel
CONCEPT:
“Slang Around the World”
OVERVIEW:
A carousel post showing how different languages say a phrase from English.
FORMAT:
Feed Post
CONCEPT:
“Don’t say __, say __”
OVERVIEW:
The purpose of Speak is to get people to speak conversationally. We want to give people easy-to-learn language tips on how to replace traditional or textbook phrases with ones that are more colloquial/GenZ/natural.
GOALS - PHASE 2
Speak introduced 4 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:
Introduce the new language pairs and product features on launch day with a Reel highlighting a bunch of mock DMs, slack pings, and support requests asking when new languages will arrive.
FORMAT:
Motion
CONCEPT:
"Spanish Speaking Destinations"
OVERVIEW:
Connects language learning to the desire to travel and experience new cities. Showcases Spanish-speaking destinations to position Speak as a gateway not only to explore, but to connect more with the culture while abroad.