Case Studies Consumer & Life style

Rosetta Stone (2010~2011)

Rosetta Stone




 

Promoting an innovative learning method and offering many learners the opportunity to have hands-on experiences were effective in highlighting the distinctive and unique features of Rosetta Stone.

 


The Challenge

Rosetta Stone is a company committed to delivering effective English learning methods with twenty years of history. With language-learning fever growing all over the world along with an increasing interest in English in the Korean education market, there are more and more people who rely on private education for English. Against this backdrop, the challenge was to launch a new English learning solution offered to satisfy many different needs and create publicity for Rosetta Stone brand in the Korean market.

The Solution

With a belief in “Seeing is believing” PR House adopted a PR strategy that would allow many people to actually use and experience Rosetta Stone to create a buzz about its new learning method.

We actively utilized ways to create continued interest in the language-learning method of the software program by targeting the mothers of main consumers by for example running ‘Power Mom Project,’ an online group of bloggers with experiences with the brand to facilitate active exchanges of reviews.

In addition, to build consumer confidence in the brand we aggressively made use of media exposure. For example, the company and its products were introduced through feature programs of main TVs, interviews with executives at the branch office as well as the headquarters and press conferences.

The Result

Thanks to successful designing of different activities including the online and offline campaign to publicize a unique and differentiated brand image, a showcase to draw engagement, media publicity, an online experience group, advertisement and events, the brand awareness of Rosetta Stone was raised among consumers.

The new product showcase on August 11, 2011 was particularly successful attracting reporters from 76 media. When the featured articles were translated into advertisement values, the showcase created 167 thousand US dollars.

In addition, in a month alone 251 blog postings were made regarding the showcased new product and the CPI values of those blog postings amounted to 1,102 thousand US dollars.

Promoting an innovative learning method and offering many learners the opportunity to have hands-on experiences were effective in highlighting the distinctive and unique features of Rosetta Stone.