Case Study: Babbel achieves U.S. subscription growth and 20% lower CPA with Outbrain

Babbel Drives U.S. Sales with Outbrain

Babbel, the world’s top-selling language-learning app with over one million active subscribers, aimed to better educate U.S. consumers about its product and increase subscription sales. The challenge was driving qualified awareness and converting engaged audiences into paying subscribers, especially during peak moments like New Year’s and summer travel season.

Working with Outbrain, Babbel ran always-on owned-media campaigns in the U.S. using retargeting, interest targeting and lookalike audiences to reach and convert high-intent users. The partnership made Outbrain one of Babbel’s top three strategic channels and its #1 paid native partner—lookalike audiences produced a 20% lower CPA and retargeting campaigns beat initial CPA goals by 4.6%, driving efficient leads and improved lead-to-sales conversion.

Babbel

Virginia Mendez

Senior Digital Marketing Manager