Sololearn - launching new (AI) product
Challange
Sololearn has faced challenges growing it's user base further post pandemic. Revenue and user growth stalled, as market for code learning started to saturate and also became way more competitive.
Solution
At the end of 2023 we ran market and product research, analysing potential new growth avenues: from expanding geographically to introducing new products to attract new user types. New product lines were essential to attract new type of users and re-fuel the growth. Given incredible market demand to learn AI skills and lack of practical and interactive learning solutions in the market, we suggested to create AI in Practice course, targeting non technical people interested in the new technologies.
Result
Campaign started before the course was ready to test the interest. Growing waitlist was number one goal pre-launch to warm up audience. Campaign had 3 waves: waitlist announcement via CRM re-activation and testing, creating free downloadable check-list of best AI tools for work productivity and finally webinar with the course demo and AI Q&A. Waitlist quickly gathered more than 23'000 people, with few thousands of checklist downloads and more than 2'000 webinar registrations.
We actively tested via paid channels messaging, visual styles and targeting, identifying core groups to focus on post-launch. In the first 2 months course had more than 100'000 learners.
