What we were asked to do
The Germinds was going through a major business shift: from communication tied mostly to courses for children to a clear position for adults who want to learn German. In other words, building a German-for-adults brand from zero.
The challenge
Promoting more courses wasn't enough. We had to gradually change how people saw the brand, attract a new audience, and build a system that turns social visibility into leads and then into students. On top of that, the founder was also the main teacher and the face of the business, so the strategy had to be built around her personality, her method and her expertise.
Our approach
We put the founder's personal brand at the center and built the content around the real reasons people want to learn German.
- Repositioning through content: we shifted the focus to the real problems, goals and situations of adults learning German
- Content built for organic growth: we kept testing hooks, topics and formats to find what attracts the right audience. On TikTok, videos passed 20K, 50K, 90K, 100K and 200K views, and some reached about 227K, 237K and 472K
- Lead generation + nurturing: lead magnets and free resources, lead generation campaigns and webinars, followed by email marketing
What we actually built
A clear path into the funnel: Social Media → Free Resources → Lead Generation → Email Nurturing → Webinar → Course. The free resources worked as lead magnets, we built the database and kept the relationship going through email twice a month, and webinars served both lead generation and course promotion.
Webinars as a conversion tool
We introduced webinars not just as an educational format but as a conversion mechanism. Social media and email bring people into the ecosystem; the webinar lets them meet the teaching method and the person behind the business before they buy.
Three things that made the difference
Strong video hooks Videos built on clear hooks, borrowed from TikTok logic: concrete problems, common mistakes and curiosities that stop the scroll.
The compound effect Publishing consistently and repeating the formats that performed trained the algorithm to deliver the content to the right audience.
Lead gen + nurturing We didn't stop at awareness. Social media connects to lead magnets, webinars and email marketing, so the interest the content creates turns into leads, then into real conversion opportunities.
What came out of it
- Facebook: 65.3K profile visits and 18,500 follows · Instagram: 426.1K reach and 8,500 follows · TikTok: 181,300 likes and 30,100 follows
- TikTok videos regularly passing 20K–200K views, with the best reaching about 227K, 237K and 472K
- A working funnel from social media to free resources, email, webinars and courses
September 2023 – April 2026
