Berlitz Canada · 2025
The Language Shift: a Black Friday sold as a before and after, not as a discount.
Berlitz Canada’s Black Friday 2025, from pitch to checkout: The Language Shift, a before-and-after story for expats, newcomers and professionals, carried a 40-lesson private package at $49.75 a lesson instead of $75. Email, Google Ads, Meta and LinkedIn led to an English cart page and a French call-back page.
The challenge
Black Friday is a one-week window, and every language school runs a discount in it. The offer was strong: forty private lessons at $49.75 each against the standard $75, with the option to pay now and start any time within twelve months. The risk was that it would read as a cheaper Berlitz, when the point was to sell the premium, human-taught product to people who had been putting it off.
The audience was specific. Expats, newcomers and professionals who value career mobility, see a language as part of who they are, and want a person teaching them, not an app.
The approach
We pitched the campaign as The Language Shift: real people before and after learning with Berlitz, from hesitation to confidence, from translating in your head to being part of the conversation. The line was “Change your words. Change your world.”, and the offer arrived as the start of that change rather than as a price cut. Four pillars carried the argument: flexibility, with pay now and take later; quality, with certified live instructors; results you can measure, with TEF, IELTS and CELPIP preparation; and cultural connection, for newcomers building a life in a second language.
The plan ran the story in six phases, from a teaser in early November through before-and-after storytelling, the offer reveal, launch day and a Cyber Week extension, to onboarding the people who enrolled. Email went out through Salesforce Marketing Cloud in English and French, search and Performance Max ran on Google Ads, and the Meta campaign used persona creatives for professionals, newcomers on the immigration path and expats.
Every channel led to two pages on the learn.berlitz.ca template. The English page sells on the page: in-centre or live online, a payment plan in full, over six months or over twelve, an optional ten-day trial, fees itemised before checkout and a countdown under the headline. The French page, Offre fou Vendredi, runs the same offer as a call-back form.
The work
The results
The Black Friday Meta campaign reached 45,066 people in November 2025 and drew 805 link clicks at a 1.25% click-through rate, and 89% of those clicks landed on the offer page. The offer closed with Black Friday. Order and lead volumes are Berlitz Canada’s and stay with them.
Meta figures are from the ad account, read on 16 October 2026.
What we delivered
- The Language Shift campaign concept and six-phase channel plan
- Audience pillars and headline options for every channel
- Meta campaign with persona creatives for professionals, newcomers and expats
- Email in English and French through Salesforce Marketing Cloud
- An English offer page with cart, three payment plans and a countdown
- A French page, Offre fou Vendredi, with a call-back form
- Offer graphics in both languages, banner and card
What it ran on
Webflow
Both pages, on the learn.berlitz.ca template
Snipcart
Cart, payment plans and checkout on the English page
Salesforce
The French call-back form
Google Tag Manager
Measurement
Webflow Localization
The French page
Related projects
All work
We apply the same thinking to every engagement.
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