More than a Language
TARGET AUDIENCE: Men and women, ages 18-35, $25k-80k, college students and young professionals interested in
traveling and learning about other cultures.
PROBLEM: Many people know about Rosetta Stone, but they view it as an expensive option. Additionally, they think they can get by with knowing a few simple translations. We want people to see the value in taking the time to learn a language thoroughly.
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Print ads would live in popular magazines for the target, such as Wired, National Geographic, Entrepreneur, etc. They are intended to push readers to the microsite and social media engagement to find out more.
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The microsite will open with an explanation of how the site works as well as an overview of the key message of campaign. Site will also offer information on the #WordoftheDay social media posts,
as well as a link off the site for where to buy Rosetta Stone.
The microsite also includes an interactive map with pins that allows user to select specific countries and change the feed below the map to reflect posts and articles specific to said country. The map also holds a WOTD button which will change the feed to just #WordoftheDay collection posts.
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Using Instagram, Rosetta Stone will post a different #WordoftheDay each day, and invite users to comment back what that word means to them in their language and based on their culture. This collection of user generated content will be collected and organized on the website by date so it can be reviewed almost as an online dictionary of a sorts.
TARGET AUDIENCE: Men and women, ages 18-35, $25k-80k, college students and young professionals interested in
traveling and learning about other cultures.
PROBLEM: Many people know about Rosetta Stone, but they view it as an expensive option. Additionally, they think they can get by with knowing a few simple translations. We want people to see the value in taking the time to learn a language thoroughly.
---
Print ads would live in popular magazines for the target, such as Wired, National Geographic, Entrepreneur, etc. They are intended to push readers to the microsite and social media engagement to find out more.
---
The microsite will open with an explanation of how the site works as well as an overview of the key message of campaign. Site will also offer information on the #WordoftheDay social media posts,
as well as a link off the site for where to buy Rosetta Stone.
The microsite also includes an interactive map with pins that allows user to select specific countries and change the feed below the map to reflect posts and articles specific to said country. The map also holds a WOTD button which will change the feed to just #WordoftheDay collection posts.
---
Using Instagram, Rosetta Stone will post a different #WordoftheDay each day, and invite users to comment back what that word means to them in their language and based on their culture. This collection of user generated content will be collected and organized on the website by date so it can be reviewed almost as an online dictionary of a sorts.
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Collaboration with Kate Johnson
