Challenge
EF Hello is an innovative EdTech app designed to help users learn English more efficiently. Combining AI-powered tools and conversational exercises, it makes language learning fun, interactive, and tailored to individual progress.
Applica was recommended to EF Hello as a growth partner due to its deep expertise in mobile performance marketing for EdTech products, high standards of communication and delivery, and a proven track record in scaling mobile apps across complex geographies and platforms.
At the start of the engagement, EF Hello set a primary goal: to achieve a positive ROAS across its acquisition channels while scaling user growth globally.
The project came with significant challenges:
Broken analytics pipelines (initially with Branch, then Adjust misconfiguration)
Underperforming conversion rates compared to industry benchmarks
Intense competition from a crowded EdTech and AI tutor market
Lack of creative production, which slowed down iteration and scale.
Solution
Main Approach
Applica adopted an iterative and flexible approach, ensuring rapid adaptation to market dynamics and client needs. The strategy focused on:
- Restructuring the client’s analytics setup for reliable attribution and performance tracking.
- Concentrating resources on high-performing channels (e.g., Apple Ads) to hit performance KPIs and scale spend efficiently.
- Rapid testing and production of creatives to identify winners quickly.
- Prioritizing humor and relatable themes over traditional educational messaging to increase engagement.
- Expanding geographically from Tier 1 and Asia into LATAM and Tier 2–3 regions to uncover profitable pockets of demand.
User Acquisition Details
Since February 2024, Applica has been driving user acquisition on iOS through Meta Ads, Google Ads, TikTok Ads, and Apple Ads. The strategy initially targeted Tier 1 countries and Asia, later expanding into LATAM and Tier 2–3 regions to capture additional growth opportunities. Campaigns were primarily directed at women aged 21–55, while also reaching a broader mixed audience.
Top-performing GEOs
Creatives Approach
At the scaling phase, Applica tested more than 10 creative concepts per week, with 2–6 variations per concept. This high-frequency pipeline enabled continuous discovery of top performers.
The testing methodology included:
Running initial tests on Android before scaling to iOS.
Evaluating creatives on CPT, CTR, Hook Rate, and Hold Rate during testing.
Post-test evaluation focused on purchase conversion, revenue, and ROAS.
Keeping creatives active only while delivering acceptable performance.
Top-performing formats:
UGC (both real and AI-generated) and motion videos consistently outperformed static ads.
Top-performing formats
Creative Insights summary
In a crowded and utility-driven category like language learning, humor and relatable social scenarios outperformed dry educational messaging. A relatable actor and accessible context helped overcome language barriers even for beginners.
Results
All the actions performed by Applica translated into measurable business outcomes:
Scaled ad spend from $0 to $50,000 per month with sustainable ROI
Tested 350+ creative concepts during the most active scaling phase
Identified winning ad channels (Apple Ads) driving high-converting traffic
Paid marketing contributed to EF Hello winning the 2024 App Store Award in the Cultural Impact category.
350+
Tested creative concepts
2024
Apple App of the Year
Client feedback
They truly operate as a part of our team: Through thorough testing, Applica has found winning creatives with healthy CPI and CPT costs in specific markets.
Anna Trandasir
Head of Growth at EF Hello
