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EF Hello partnered with Applica to bring clarity and structure to their performance marketing efforts. Despite a highly competitive EdTech landscape and major analytics challenges, Applica helped to scale globally and unlock key creative insights for future growth.
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<p>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.<p>
<p>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.<p>
<p>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.<p>
<p>The project came with significant challenges:<p>
<p>- Broken analytics pipelines (initially with Branch, then Adjust misconfiguration );<p>
<p>- Underperforming conversion rates compared to industry benchmarks;<p>
<p>- Intense competition from a crowded EdTech and AI tutor market;<p>
<p>- Lack of creative production, which slowed down iteration and scale;<p>
"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"
<case-h3>Main Approach<case-h3>
<p>Applica adopted an iterative and flexible approach, ensuring rapid adaptation to market dynamics and client needs. The strategy focused on:<p>
<p>1. Restructuring the client’s analytics setup for reliable attribution and performance tracking.<p>
<p>2. Concentrating resources on high-performing channels (e.g., Apple Ads) to hit performance KPIs and scale spend efficiently.<p>
<p>3. Rapid testing and production of creatives to identify winners quickly.<p>
<p>4. Prioritizing humor and relatable themes over traditional educational messaging to increase engagement.<p>
<p>5. Expanding geographically from Tier 1 and Asia into LATAM and Tier 2–3 regions to uncover profitable pockets of demand.<p>
<case-h3>User Acquisition Details<case-h3>
<p>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.<p>
<case-h3>Creatives Approach<case-h3>
<p>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.<p>
<p>The testing methodology included:<p>
<p>- Running initial tests on Android before scaling to iOS; <p>
<p>- Evaluating creatives on CPT, CTR, Hook Rate, and Hold Rate during testing. <p>
<p>- Post-test evaluation focused on purchase conversion, revenue, and ROAS. <p>
<p>- Keeping creatives active only while delivering acceptable performance.<p>
<p>Top-performing formats:<p>
<p>UGC (both real and AI-generated) and motion videos consistently outperformed static ads.<p>
<case-h3>Creative Insights summary<case-h3>
<p>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.<p>
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Tested creative concepts
Apple App of the Year
<p>All the actions performed by Applica translated into measurable business outcomes:<p>
<p>- Scaled ad spend from $0 to $50,000 per month with sustainable ROI;<p>
<p>- Tested 350+ creative concepts during the most active scaling phase; <p>
<p>- Identified winning ad channels (Apple Ads) driving high-converting traffic;<p>
<p>- Paid marketing contributed to EF Hello winning the 2024 App Store Award in the Cultural Impact category.<p>
EF Hello partnered with Applica to bring clarity and structure to their performance marketing efforts. Despite a highly competitive EdTech landscape and major analytics challenges, Applica helped to scale globally and unlock key creative insights for future growth.
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