Influencer Marketing Case Study: Cake App

Phase 1

Learning the Language of Content Creation

Cake is a fun and free mobile app that gives non-English speakers worldwide an English learning experience. Cake has expanded their English-teaching expertise on YouTube by posting short videos that simplify learning the language. With the help of NeoReach, Cake chose to expand their marketing tactics on YouTube through influencer engagement. NeoReach was challenged to find influencers from South American countries that could bring awareness to Cake while also creating an environment on YouTube that can show the app's educational and fun elements. Through this style of influencer marketing, NeoReach helped Cake drive user downloads and engage with YouTube content.

Phase 1

Targeting the Right Audience

Being a company based in Korea, Cake had to ensure their targeted audience was effectively reached. Our team drove brand awareness in predominantly Portuguese-speaking regions, such as Brazil. By scaling influencers in South America, we were able to reach 5 unique content creators who each gave an individual perspective when branding.

Unique Creator Content

Since 5 content creators were all promoting the same app, it was important to Cake that the app's fun and educational elements were properly showcased. Therefore, the 5 influencers used in the campaign varied in content style. The influencers used educational, entertaining, and interactive tactics when promoting Cake on their YouTube channels.

Influencer-to-Audience Engagement

The primary goal of this campaign was to reach Cake’s key target market. Gaining traffic within Portuguese-speaking countries would allow the app to be used effectively. Therefore, the ideal influencer-to-audience engagement would allow for a significant increase in downloads.

Phase 2

Combining Education with an Experience

By using Neoreach software to find the most elite range of influencers to connect with the targeted audience, we were able to over perform on engagement through both views and downloads. The influencers were able to successfully reach and attract their audience while promoting Cake through creative video plots and helpful tips for learning English. The overall campaign brought in 1.2 million impressions on YouTube and over 14,000 downloads for the app.

Creating the Campaign

Through this influencer marketing campaign, our team gathered 5 key influencers over a 2-week time span. Influencers promoted the branded content on their YouTube channels by engaging with the app and sampling the features in a creative way for their audience. Cake also provided personalized download links for influencers to share with their subscribers to track the download count of each influencer.

Learning Led to Success

Based on the content created by each influencer, it was clear that the most successful element of this promotion was the power of education. Although the influencers took both fun and informative approaches, the educational approach attracted a larger audience and produced the most downloads for Cake. Audiences wanted to learn from Inglés Kike Rodríguez (who has a background in teaching) because their top priority was learning the English language.

Creator Content

Influencers for the Cake campaign incorporated the use of the app in their unique approach. This sponsored content on YouTube gave viewers information on the app’s functionality. Coupled with reasons that Cake surpasses competitors and a download link for easy access, our campaign was destined for success.

Cake Influencer Cast

Meet the Cake App influencer cast!

Erick Mafra

Brazilian YouTuber known for creating lifestyle content and collaborating with friends.

Luana Carolina

Lifestyle YouTuber known for a variety of vlog content, but specifically, her study vlogs.

English in Brazil by Carina Fragozo

Educational YouTuber with over 1 million subscribers, known for creative methods in helping her subscribers learn English

Somos Paisanos!

Mexican YouTuber known for her reaction and comedy content.

Inglés Kike Rodríguez

Informative English teacher and YouTuber, known for helping his subscribers with tips and tricks for learning English.

Phase 3

The Results Are In...

1.2 Million

Total Reach

54%

Ages 17-24

41%

Located in Sao Paulo

67%

Spoke Portuguese

19%

Were Students

Through the Cake influencer campaign, it was clear how effective content creators were in entertaining and educating. With the original task of a Korean company wanting to connect with a Portuguese-speaking audience, NeoReach outperformed projections and gained significant traffic for Cake. The free-range content creation method allowed for a personal connection between the influencer and the audience, which was more compelling for driving downloads. By NeoReach gathering targeted influencers, influencers reached our targeted audience for us. The value of YouTube content is that it is continually being recognized.

5

1.2M

3M

4:1

Phase 1

Learning the Language of Content Creation

Phase 1

Targeting the Right Audience

Unique Creator Content

Influencer-to-Audience Engagement

Phase 2

Phase 2

Combining Education with an Experience

Creating the Campaign

Learning Led to Success

Creator Content

Creator Content

Cake Influencer Cast

Erick Mafra

Luana Carolina

English in Brazil by Carina Fragozo

Somos Paisanos!

Inglés Kike Rodríguez

Phase 3

The Results Are In...

1.2 Million

54%

41%

67%

19%

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