Colourful illustration with Cambly branding


How language app Cambly increased awareness and website traffic on Black Friday.


Cambly (@Cambly_AR) is a provider of one-on-one English learning sessions with native tutors via video chat.

Campaign objective

Cambly wanted to drive awareness of their brand and higher conversions to the Cambly App during their Black Friday sale.

To do this they activated a campaign across their social channels during the month of November, enhanced by a Twitter Takeover


Cambly’s target audience is generally 15 - 34 year olds who want to learn English and are either still studying or in their early careers. For this campaign, Cambly targeted people across Saudi Arabia during the Black Friday sales.

Products used

I think Twitter is one of the best platforms to engage with your audience. The feed and the explore section are good spots to target people on Twitter, and Takeover Ads offer that! Takeover allows you to reach all possible audiences in a 24-hour period and is great for massive product or brand exposure. I highly recommend it.

Khalid Alolayan, Digital Marketing Manager, Cambly MENA


Over the course of 24 hours on November 17th Cambly achieved the following results on Twitter.

21.3 M

Trend Takeover impressions

3.39 M

Video views


Increase in website traffic

Keys to success

Track results carefully

If you’re driving traffic to your website, make sure you measure and track your resultsTo do this, Cambly added a promo code (NowBF : 60% discount code) to the Tweet promoted on the day of the Takeover and within the hashtag description. 

This meant Cambly were able to monitor who signed up and then made a purchase through the promo code.

The campaign also used both web and mobile app conversion tracking – which gives advertisers access to mobile app engagement and conversion metrics to measure the success of their campaigns.

A high quality feed-first asset

Cambly worked with agency TTP (@the_ttp) to create a clever video concept that resonated with their target audience. The video used humor and a mix of English and Saudi, with Saudi subtitles throughout, to engage with their target audience of people keen to learn English. 

The long-format video ads generated 3.39 millions views from Trend Takeover and increased the conversation about Cambly’s Black Friday offer by 2.2K in just one day.

Use clear copy to encourage conversions

Timeline Takeover best practices advise using simple messaging and including just one benefit or offer.

For this campaign Cambly did just that by listing their 60% Black Friday offer as the main focus within their Tweet copy. Emojis were also used to further grab people’s attention and add extra personality. 

Want some more tips? Here are more of our best practices for Twitter Ads.

Related content

  • Twitter Ads Manager, KSA, Nov 17, 2022
  • Twitter Ads Manager, KSA, Nov 17, 2022
  • Internal client dashboard, KSA, Nov 17, 2022
Ready to get started?
Twitter black tear effect footer image