Speak
《Speak-Speak your way with speak》
With many online English platforms, how does Speak stand out? We found Taiwanese learners fear speaking poorly and lack confidence. Instead of fluent speakers, we chose Olympic gold medalist Lee Yang, who embraces mistakes, showing that speaking imperfectly is the first step. This bold choice sparked wide resonance.
Highlight
Most English platforms choose fluent speakers to teach better speaking. Speak took a different path, encouraging people to dare to speak imperfectly. Featuring an ambassador known for “the worst English,” we showed that overcoming fear of mistakes is key to learning. This bold move resonated deeply, reaching 10.6 million people—with over 30% organic reach—and greatly boosted brand awareness.
Reach
10.6
M
People
Organic Impressions
2.5
M
Times
Challenge
There are countless online English learning platforms on the market, and Speak isn’t the only one offering AI-powered learning features.
So in the face of many similar offerings, how does a newcomer like Speak leverage its unique strengths to carve out a distinct brand identity
—one that people remember and recognize—ultimately boosting both brand awareness and preference?
Solution
We found that many Taiwanese English learners fear making mistakes or sounding bad, causing hesitation and silence(Campaign Period: 2024–2025).
Unlike most platforms using fluent speakers, Speak chose badminton champion Lee Yang—known for his fearless “bad English”—as ambassador. He showed that speaking imperfectly is the first step to learning.
This bold choice resonated deeply, building confidence and connecting emotionally with users, while highlighting Speak’s core strength as an AI-powered, speaking-focused app.
Result
Campaign Results:
- The video sparked widespread discussion and organic sharing on social media, generating over 2.5 million organic impressions
- Unaided brand recall among speaking-focused English learning app users nearly doubled
- Unaided brand awareness increased by more than 70%
Business Outcome:
- Successfully achieved sales targets