Who the client is
Novakid is an online learning platform that provides interactive one-on-one English lessons for children. Its curriculum is based on CEFR standards and delivered by qualified native English-speaking teachers. Novakid has become one of the leading online English learning platforms for children across Europe and beyond.
The starting point
- Scaling beyond the local market. Novakid was ready to expand internationally; entering new markets quickly required understanding the cultural context and the needs of parents in each market, not just translating messaging.
- Previous brand awareness campaigns were no longer delivering results. Existing campaigns, focused primarily on Google Search and Display, had stopped generating meaningful outcomes.
- Navigating uncertainty during the pandemic. COVID-19 created uncertainty for both customers and the Novakid team.
- Preserving efficiency as media investment grew. The objective was to scale reach and growth while keeping customer acquisition costs under control.
What was done
The collaboration began in early February 2019 with paid campaigns on Facebook and Google, with lead generation as the main objective, focused exclusively on the Polish market. New goals were set every week; after a few months the work shifted from a standard performance approach to more creative and conceptual work.
First tests and new challenges
Taboola, Outbrain, Twitter, and Snapchat were the first platforms explored, as the client's need for brand awareness grew. July and August brought a slight decline in results linked to the natural seasonality of the industry. Advice was given on markets such as Germany, Spain, and France, with support on graphic design; in mid-August advertising in the Spanish market was taken over, in both Google Ads and Facebook.
The beginning of influencer marketing
Creators were sought primarily among mothers who could test Novakid and share their opinion, for example through Instagram Stories. Because the offer is aimed at children, parents often need stronger social proof. Influencer materials combined with Facebook Ads campaigns created ads that converted. Dedicated processes connected the specialist, the client, and the influencer team, ready to scale into other markets.
Intensifying the project after the summer
September became a turning point: while maintaining performance, other markets were tested, first European countries, then Brazil, Argentina, Korea, and Japan. Italy, Romania, and the Czech Republic proved especially promising.
The impact of the pandemic
Influencer marketing was introduced in new markets and campaigns in Google Ads and Meta Ads scaled, using the data foundation from the earlier tests.
The result
- More than 4,000 hours were dedicated to the project and the business was expanded into nine new international markets.
- Significant growth in lesson bookings and paid enrollments (no figures given on the source).
- A substantial reduction in customer acquisition costs (no figures given on the source).
Careful budget control, milestone tracking, transparent communication, efficient task management, and sharing progress across teams played a critical role.
What happened next
From Google Ads and Meta Ads campaigns run in just one country, the work expanded into ongoing support across five markets, while also advising additional markets through strategic consulting and graphic design work.
"They're professional, and they know the best approach to get the results we need. The efforts have helped grow traffic for the business significantly, more than doubling their customer base. The MTA Digital team has been a reliable, trusted partner, continually satisfying expectations and improving their efforts. Customers can expect a dedicated, skilled team."
