— Case Study
Drops had a product people loved. Their social media didn't show it.
When a language learning app with millions of users has a stagnant social presence and a content process nobody can follow, the problem isn't creativity - it's structure.
As a team, we've always had a soft spot for Drops - more than a few of us have spent time on the app trying to finally get our French or Spanish to a passable standard, with varying degrees of success. So when they came to us, we were genuinely invested in getting this right.
What we found when we looked under the bonnet was a system that was undermining everything that made the brand awesome. Here's how we fixed it.
KEY INSIGHTS
Challenge
Drops already had a large audience, but for some reason the content just wasn't connecting. Internally, they didn't have the bandwidth to figure out why.
Diagnosis
Drops had a huge approval process, with multiple stakeholders all wanting to have input, but none of them had clear ownership of social.
What We Did
We built a bespoke content management system that simplified approvals, reduced friction, and gave everyone - internal team, creators, stakeholders - a clear view of what was happening and why.
Impressions achieved across Instagram and TikTok.
New followers gained on target social media platforms.
Engagements for social content on target platforms.
The Challenge
Drops is a language learning app with millions of users and a product genuinely worth talking about. But their social media wasn't reflecting it. Growth had stalled, content was inconsistent, and the team knew something needed to change - they just didn't have the bandwidth to figure out what, or the resource to execute it.
The Diagnosis
The content problem ran deeper than a lack of ideas. Drops had built a content process with too many layers - multiple approval stages, too many stakeholders, and no clear ownership. By the time content made it through, the energy behind it was gone. Creators were disengaged. Output was slow. And without a cohesive strategy tying it together, what did get published lacked direction. The bottleneck wasn't creativity. It was structure.
What We Did
We built a bespoke content management system that simplified approvals, reduced friction, and gave everyone - internal team, creators, stakeholders - a clear view of what was happening and why.
With that in place, we developed a brand and audience activation strategy for Instagram and TikTok, with a content mix designed to educate, entertain, and grow the Drops community. A significant part of that was original carousel content - deep-dives into language learning that gave the audience a genuine reason to stop scrolling.
Alongside content creation, we ran a targeted community engagement strategy: inserting Drops into relevant conversations and trends to build brand awareness beyond the existing following.
Our Human-First Approach
The Drops team had been worn down by layer after layer of approvals, and it showed in the output.
We simplified the process so the team, creators and stakeholders could all see what was happening and why, and good ideas stopped losing their energy on the way through.
Then we turned to the learners: carousels that made languages feel approachable rather than like homework. Several of the Giraffe Social team were avid language-learners before working with Drops, which greatly helped in understanding what the audience was looking for.
The results are in
Since the start of the partnership with Giraffe Social, Drops has gone from stagnant to one of the stronger-performing apps in the education space on social, achieving 190 million+ impressions and driving a direct increase in app installs on both iOS and Android.
The content that moved the numbers
Language learning is a complex subject. We made it feel simple, visual, and worth sharing - carousels that educated the Drops audience without ever feeling like a lesson.
In their own words...
Working with Giraffe has been a great experience. They have consistently created high-quality, on-brand content that resonates with our audience and reflects our product’s value to users. Their work has led to significant improvements across our social media metrics, from impressions to engagement, and they collaborate seamlessly and professionally with our team.
Isabella Arnadottir
Product Marketing Manager, Drops (Kahoot!)
Better creative begins with a conversation.
We'll listen to what you're trying to achieve and show you what's possible.
