Going local at Babbel wasn't just a translation exercise. It meant understanding what Brazilian audiences actually cared about, finding local partners and influencers who could extend our reach authentically, and making creative decisions that didn't feel like they'd been handed down from a European HQ.
The influencer-style video on the right is one example: conceived and produced specifically for Latin American audiences, built around a local insight rather than a global template.
The magazine wasn't just editorial. It had a job to do. I developed content that connected Babbel's product to real language learning moments people recognized in their own lives. The goal was always to make the content useful enough to earn trust, and specific enough to convert.
To develop the content strategy, I audited the magazine and YouTube channel to identify gaps and opportunities. From there I ran keyword research, drew insights from Google Analytics, and optimized content for search. But the pieces that performed best were the ones that did more than rank. Serialized articles like '11 Italian expressions ' and 'How to become a Brazilian' were built on specific market insights and designed to be evergreen. They spread because they gave people something to recognize: their own culture reflected back at them, or the culture they were curious about.
If you're interested in working together, then awesome, let's connect. Or, if you just want to grab a Zoom coffee, feel free to reach out!
I'm also on social media.
