Famous influencers, such as Jojo Todynho, were chosen to promote second language teaching courses from major brands
In parallel with the movement of regular schools, whether public or private, that precedes the start of the school year, the period is also marked by large investments and promotions of language schools. After all, since Brazil opened up to the world, speaking a second language, especially English, has become an almost mandatory curriculum for young people in training.
At this crucial time of the year, our focus is on inspiring individuals to turn their New Year’s resolutions into reality by embarking on their English learning journey. Through strategic promotional campaigns and innovative online approaches, we are dedicated to empowering people to start the year by achieving their language learning goals. This initiative is aligned with our commitment to promoting educational and professional growth, highlighting the indispensable skill of second language proficiency in today’s society. Over the years, we have made substantial investments in online and offline media, establishing a robust presence in pay TV and on the main digital platforms, such as Google, Meta and TikTok. Our goal is to make language learning accessible to everyone, connecting students with native teachers and providing the flexibility to attend classes from any location, highlights Andrs Moreno, founder and CEO of Open English.
He lists the relevant points and innovations of his school for 2024: Open English will invest more than R$15 million in this first quarter of 2024 on average; Attractive discounts during the first months of the year and, at the end of January, partnership with JBL: when purchasing an adult or children’s course, the student receives a JBL headset to study anywhere and have a more immersive class experience online; Campaign in January on social media with football star (and Tottenham Hotspurs striker), Richarlison, brand ambassador since 2023. The player is a student of the platform and aims to improve fluency in English.
In January, its content focuses on New Year’s goals and online classes, impacting the player’s significant audience, which attracts more than 38 million followers not only in Brazil but also in Latin America, a market where Open English has been operating for over 16 years. and top of mind in the English courses segment; Online methodology that has already been tested by more than 2 million students in Latin America, in addition to the technology in its teaching platform that offers, unlimited access to interactive exercises and live classes 24 hours a day with native teachers; Artificial intelligence: Open English currently uses artificial intelligence for voice recognition and user pronunciation correction.
In the first quarter of 2024, the company intends to launch new AI tools to support student progress, and provide immersive experiences that facilitate absorption and application of the language in real contexts.
Partnerships
Another large network of language courses, with approximately 200,000 students in more than 700 schools located in all Brazilian states, this year CNA will partner with influencers on social media to promote its brand.
Aiming to reach an audience of 106 million people, the school will invest R$16 million in several platforms that go beyond exposure in the media. The objective is to present innovative actions that promote dialogue with the public through immersive experiences in contact with the new language. The partnerships will take place with influencers who have thousands of followers on social media, such as Malena and Patriota, and the special activation will be co-branded with the Disney film Wish.
Recently, CNA launched the Razes parabelieve campaign, with the aim of reinforcing the brand as an enabler of futures, present throughout the student’s learning process, whatever their objective with the new language.
The Reasons to Believe campaign will guide all our actions this year, with a broad communication strategy that includes initiatives on different platforms, such as films and games. We aim to make a difference in the lives of our students, enabling futures and showing the countless paths that language learning can offer, whatever the student’s objective, says Luciana Fortuna, CMO at CNA.
