LANGUAGE WINS CAMPAIGN

A campaign system built around real student wins and scaled into 300+ localized assets.

Brand:

Lingoda

Project type:

Campaign Ideation & Development· Creative Systems

Role:

Campaign design · Creative direction · Figma system · Rollout

Scope:

Paid · CRM · Social · Web

Year:

2022

THE PROJECT

A New Year campaign for Lingoda built around real student progress, then turned into a flexible system for 384 assets across channels, languages, funnel stages, and formats.

INTRO

Language Wins was the first time Lingoda flew real students from around the world into Berlin for a dedicated campaign shoot.

That mattered. These were not stock models pretending to learn German with suspiciously perfect lighting. They were actual Lingoda students, each with their own story, motivation, and small win. The campaign had to give them the spotlight — and still work as a New Year performance campaign across paid, CRM, social, web, languages, funnel stages, and formats.

The slightly stressful part: we only received the final retouched images from the photographer a few days before rollout.

So I built the system before the final images arrived.

Using the draft shoot selects, I created the Figma components, student variants, background-removal versions, full-image versions, quote layouts, badges, formats, and campaign structures in advance. When the final retouched photos came in, we could update the master components and let the campaign assets refresh from there.

A lot of what could have taken hours during rollout became a matter of minutes. Which, in campaign production time, is basically a love language.

ASSET VARIATIONS WITH INDIVIDUAL STORIES FROM STUDENTS

WHAT I MADE

I created the campaign design system in Figma, building flexible components for each student, their quotes, their “language wins,” and the different asset types needed across the rollout.

There were 3 main creative needs:

Individual student assets
Each student needed their own version, with their image, quote, story, and language win.

Product-focused assets
More sales-led variations showing the Lingoda class experience and product value.

Community assets
Layouts that brought multiple students together, making the campaign feel like a global learning community rather than a set of disconnected portraits.

The community layout was the hardest to get right. I tested several versions before landing on a grid of student pills, each with its own background color. It gave the campaign a sense of scale and community without turning the asset into visual soup.

I also built the grid as an adaptive component, so it could rearrange across formats (including thinner banners) without needing to manually rebuild the collage every time.

I created the campaign design system in Figma, building flexible components for each student, their quotes, their “language wins,” and the different asset types needed across the rollout.

There were 3 main creative needs:

Individual student assets
Each student needed their own version, with their image, quote, story, and language win.

Product-focused assets
More sales-led variations showing the Lingoda class experience and product value.

Community assets
Layouts that brought multiple students together, making the campaign feel like a global learning community rather than a set of disconnected portraits.

I also built the grid as an adaptive component, so it could rearrange across formats (including thinner banners) without needing to manually rebuild the collage every time.

WHY THE SYSTEM MATTERED

The campaign changed while it was moving. Student quotes changed. Retouched images arrived late. Offers changed. Retargeting needs came in. Badges were added.

Because the Figma system was already built, those updates did not break the campaign or slow the team down.

A few examples:

Final photo swap
The first full campaign structure was built with draft images. When final retouched photos arrived, we updated the components instead of rebuilding hundreds of assets.

Copy updates
When copy and student quotes had to be changed or edited last minute, the system made it easy to update the text across layouts quickly.

Retargeting push
The growth team needed 10 new product-focused retargeting images during the live rollout. The system made it possible to create and launch them on the same working day.

Offer update
When the discount changed from 30% to 35%, reusable components made the update much faster across campaign assets.

Final call badge
In the last two weeks, we added a new urgency badge to help push transactions. Because the badge space and structure already existed, it was a fast update rather than a redesign.

The campaign changed while it was moving. Student quotes changed. Retouched images arrived late. Offers changed. Retargeting needs came in. Badges were added.

Because the Figma system was already built, those updates did not break the campaign or slow the team down.

A few examples:

Final photo swap
The first full campaign structure was built with draft images. When final retouched photos arrived, we updated the components instead of rebuilding hundreds of assets.

Copy updates
When copy and student quotes had to be changed or edited last minute, the system made it easy to update the text across layouts quickly.

Retargeting push
The growth team needed 10 new product-focused retargeting images during the live rollout. The system made it possible to create and launch them on the same working day.

Offer update
When the discount changed from 30% to 35%, reusable components made the update much faster across campaign assets.

Final call badge
In the last two weeks, we added a new urgency badge to help push transactions. Because the badge space and structure already existed, it was a fast update rather than a redesign.

Final call badge

In the last two weeks, we added a new urgency badge to help push transactions. Because the badge space and structure already existed, it was a fast update rather than a redesign.

THE ROLLOUT

The campaign rolled out across paid social, CRM, organic social, web, and other digital touchpoints.

Each channel needed a slightly different job: some assets introduced the idea, some pushed offers, some supported retargeting, and others translated the campaign into localized student motivations.

The system allowed the same campaign idea to move across audiences, markets, and formats while keeping the message clear: progress is made of wins you can actually feel.

THE IMPACT

384 assets delivered across channels, languages, formats, and funnel stages.

Reusable campaign system built to support localization, testing, live updates, and performance variations.

One idea scaled across the funnel, so it stays consistently recognizable from awareness to retargeting and CRM.

Better production flow through flexible Figma structures that helped the team move faster without rebuilding every layout from scratch.

PAID ADS WITH AUDIENCE SEGMENTATION AND MULTIPLE VARIANTS

MY MAIN TAKEAWAY

This project is a good example of the kind of campaign work I like most: a real human story, a slightly chaotic production reality, and a system that quietly saves everyone later.

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