Background
From platform update to connected customer journey
Turning product transformation into structured, cross-channel performance across regions and formats.
EF English Live (formerly EF Englishtown) is EF’s digital-only English language learning product, operating across EMEA, Asia, the US, and Latin America.
In Spring 2013, the business launched a major evolution of its online learning platform. The update modernised the interface, enhanced functionality, and introduced a more immersive digital environment, repositioning Englishtown as a digitally native school rather than a traditional language provider.
The campaign needed to scale globally and deliver measurable commercial impact.
Scope
Campaign oversight, CX strategy, cross-channel alignment, creative governance.
Creative timeline
3 months
Industry
Education
Location
London
My role
Global Creative Studio Manager
challenge
Designing a concept that could travel
The platform update represented a meaningful shift in learner experience. Communicating that evolution required more than a collection of assets. It required a connected customer journey across digital touchpoints.
The message needed to attract new learners, reinforce credibility with existing students, and remain cohesive across markets, languages, and channels.
Scale could not compromise clarity.
Audience
Comparison-driven decision makers
The campaign spoke to learners actively evaluating options. Many were comparing platforms on credibility, flexibility, and long-term value. Trust and perception mattered as much as functionality.
Existing students needed reassurance. Prospective users needed conviction. Messaging had to signal progress without destabilising confidence.
Across regions, motivations ranged from career mobility to exam preparation and corporate advancement. The campaign had to balance emotional resonance with commercial clarity. It was not about features. It was about positioning Englishtown as a modern, digitally native school.
Goals
What success required
Concept
Establish one clear campaign idea strong enough to travel across markets and formats.
Consistency
Maintain cohesive visual identity and messaging hierarchy across social, email, PPC, and landing pages.
Adaptability
Ensure creative assets flexed regionally without diluting positioning.
Customer experience
Connect every touchpoint into a unified journey.
Performance alignment
Align creative execution directly with acquisition and retention goals.
Velocity
Deliver quality at speed across multiple channels.
Solution
Anchoring the campaign with a scalable message
We chose video because the transformation was experiential. The updated platform felt more immersive and modern. Capturing that shift required motion, tone, and narrative clarity. The video established the campaign’s positioning and became the narrative foundation for all supporting assets.
Solution
Campaign framework & narrative structure
The video anchored the system. It defined tone, message hierarchy, and visual direction. Every asset across social, email, PPC, and landing pages extended from this foundation. Scale came from structure, not repetition.
Concept Led
Concept-led execution
A single idea carried across touchpoints. Creative development reinforced consistent messaging and visual logic across formats without fragmentation.
Continuity
Customer journey alignment
Execution decisions prioritised continuity. From first impression through to landing and conversion, each interaction needed to feel intentional and connected.
Governance
Creative governance
Global campaigns fragment without oversight. Clear creative direction, defined approval pathways, and cross-functional coordination ensured cohesion across regions while supporting delivery timelines.
Results
30+ languages. 25 countries. One campaign framework.
The campaign launched across Europe, Asia, Oceania, Latin America, the Middle East, Africa, and North America. Creative consistency was maintained while adapting to local acquisition environments. Scale strengthened performance.
CAC
–40%
customer acquisition cost
Creative alignment across social, email, PPC, and landing environments reduced inefficiencies and improved acquisition efficiency at scale.
CPL
–17%
cost per lead
Clear messaging hierarchy and consistent campaign architecture strengthened conversion pathways, improving lead quality while lowering spend.
ROI
57%
return on investment
Aligning concept, channel execution, and customer journey delivered measurable profitability across digital marketing channels.
Lizzie is an exceptional, forward-thinking creative who has a lot of drive to take complicated, challenging projects forward while satisfying and managing both the client's expectations and her need to produce the best possible designs that she can.
Matthew Pollard Senior Digital Designer 
Based in Manchester. Available worldwide.
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