July 1, 2020

Case Study: Marketing Concept for Product Update

LingoHub - Marketing Concept for Product Update


This is a marketing strategy for the LingoHub - Figma Integration. The integration was requested by existing LingoHub users, using Figma as a design tool for user interfaces.

Goals in this campaign:


Communicate our new Product Integration with our existing users, especially the users that requested the integration.
Increase brand awareness of LingoHub among Figma users.

Marketing Strategy:

What Platforms are we going to use to communicate the message:

  • Website - Blog Post - Product Update Announcement
  • Email Campaign- Product Update Announcement
  • Social Media Channels
    • Facebook
    • Instagram
    • LinkedIn
  • Paid Media
    • Google Ads
    • Facebook Retargeting Ads

Website - Blog Post - Product Update Announcement

This is where the majority of the information is going to be shared. Most of the other platforms are going to link to this asset.

Content of Blog Post

  • Introduction - The reason for the integration with Figma.
  • Why is LingoHub such a great product?
    • Localized Translation
    • Speeds Up Development
    • Scalability
    • Saves Time
  • How to use LingoHub in Figma?
    • Video of the product integration or step by step instructions.

Content of the Video

  • Introduction - New Product Announcement
    • Connect Figma with LingoHub
    • How to use LingoHub in Figma
    • Disconnect your Figma from LingoHub
  • Summary of the post

Email - Product Update Announcement

Our strategy here is to reach all our existing users, driving them to the Website - Blog Post - Product Update Announcement.
My suggestion here is to use an email campaign tool like Mailchimp, where we design an email according to the LingoHub look and feel

  • With the following information:
    • Introduction - New Product Feature Announcement
    • The reason for the integration with Figma.
    • Link to the Website - Blog Post - Product Update Announcement

We then track the open rate and click-through rate to analyse the success of the email campaign.

Social Media Channels - Facebook/ Instagram/ LinkedIn

Our strategy here is to reach all our existing users and existing Figma users, driving them to the Website - Blog Post - Product Update Announcement.


Here we have a Post Caption announcing the new Product Feature.
Within the Caption, we have a link to the Website - Blog Post - Product Update Announcement.


We also have an image that illustrates the LingoHub and Figma integration.
This is then posted to Facebook, Instagram and LinkedIn. The link is tracked to show where the traffic is originating from.

*I suggest using a link tree in the Instagram Bio.

Paid media strategy

  • Google Ads
    • I suggest a keyword Search Campaign.
      • The goal here would be to establish LingoHub as an industry leader in localized translation with the existing Figma users.
    • Keyword Suggestions:
      • "figma plugins"
      • "figma translation plugin"
  • Facebook Retargeting Ads
    • With a Facebook Pixel on the Website - Blog Post - Product Update Announcement, we would retarget the users with specific Ads on Facebook and Instagram.

*All data is tracked to see if the campaigns succeed.

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