How did we expand Novakid, an online English school for children, from a single market to a global presence?

Novakid is an innovative online learning platform that provides interactive one-on-one English lessons for children. Its curriculum is based on CEFR standards and delivered by qualified native English-speaking teachers. By combining an engaging learning experience with a high-quality educational approach, Novakid has become one of the leading online English learning platforms for children across Europe and beyond.

Our collaboration with Novakid began in early February 2019. Initially, our activities were limited to paid campaigns on Facebook and Google, with lead generation as the main objective. At that stage, all efforts were focused exclusively on the Polish market.

The start was steady, but the first results quickly proved promising. It soon became clear, however, that Novakid was a demanding partner: a company used to constant growth, not standing still. New goals were set every week, along with expectations for increasingly better results. Before long, ideas began to emerge for expanding beyond Facebook and Google into additional channels. After a few months, we had to completely shift direction, moving from a standard performance approach to much more creative and conceptual work.

First tests and new challenges

After an initial market analysis and assessment of growth potential, we moved into the testing phase. The first platforms we explored included Taboola, Outbrain, Twitter, and Snapchat. The client had a growing need for brand awareness activities, while the existing campaigns on Facebook and the Google Display Network were no longer fully meeting those expectations.

This stage coincided with the pre-summer and summer period, which became an intensive time for us — not only in PPC, but across digital marketing more broadly. Novakid expected fresh ideas, testing, and more effective solutions. July and August brought a slight decline in results, which was linked to the natural seasonality of the industry. In response, we proposed additional value that, over the long term, proved just as important.

We began supporting Novakid on other levels as well. We advised on how to optimize activities in markets such as Germany, Spain, and France. We also supported the client with graphic design projects. But our collaboration did not stop there. In mid-August, we took over advertising activities in the Spanish market, both in Google Ads and on Facebook.

The beginning of influencer marketing

While looking for new directions for the project, we began exploring influencer marketing. It quickly became clear that Novakid was also open to this channel, so we started searching for the right creators. We focused primarily on women — more specifically, mothers who could test Novakid and share their opinion, for example through Instagram Stories.

This approach turned out to be a perfect fit. Because Novakid’s offer is aimed at children, parents often need stronger social proof than they would with many other products or services. The influencers who recommended Novakid were genuinely satisfied with the lessons, and their stories encouraged more mothers and fathers to sign their children up.

At the same time, we needed new creatives — ones that would show parents’ opinions and children’s progress. By combining influencer materials with Facebook Ads campaigns, we were able to create engaging ads that not only attracted attention but, most importantly, converted.

In addition to assigning specific activities to influencers, we also placed strong emphasis on performance analysis. We built dedicated processes connecting the specialist, the client, and the influencer team. As a result, when this area of activity began expanding into other markets, we were ready to operate efficiently and at scale.

Intensifying the project after the summer

We used the summer period as a time to rethink our tactics and rebuild many processes. This turned out to be the right decision — we began delivering even stronger results. Both Anna and the wider Novakid team appreciated working with an agency that understood the market and could act as a flexible partner.

The beginning of September became a turning point, both for us and for Novakid. While maintaining the existing level of performance, we began testing the potential of other markets. First came European countries, followed over time by more distant locations such as Brazil, Argentina, Korea, and Japan.

As a result, we established ongoing cooperation across European markets. Italy, Romania, and the Czech Republic proved to be especially promising growth directions for the client.

The impact of the pandemic on the project

In Novakid’s case, the unusual circumstances caused by the pandemic also became an opportunity for growth. Although it is difficult to frame it this way, COVID-19 led many people to avoid leaving their homes and move more of their daily activities into the digital space. We therefore intensified our efforts to make the most of this moment and deliver real value to the client. The first weeks quickly confirmed that we had chosen the right direction.

We introduced influencer marketing in new markets and began scaling campaigns in Google Ads and Meta Ads. Thanks to the tests we had run earlier, we had a solid data foundation that allowed us to identify the most effective path for further growth.

Throughout our collaboration with Novakid, we dedicated more than 4,000 hours to the project and successfully expanded the business into nine new international markets.

We achieved this by building well-defined processes that improved the way both our team and the client operated. Careful budget control, milestone tracking, transparent communication, efficient task management, and sharing progress across teams all played a critical role. Managing a project of this scale requires more than strong marketing execution—it requires structured processes and close collaboration.

When our partnership began, there was no indication that it would grow to this level. Yet through mutual trust and a shared commitment to continuous improvement, we built a long-term relationship and demonstrated the value we could bring far beyond media buying.

The results spoke for themselves:

• Significant growth in lesson bookings and paid enrollments.
• A substantial reduction in customer acquisition costs.

What made this partnership successful?

From the very beginning, Novakid was looking for a specific type of agency—ideally one based in Poland, with a deep understanding of the local market, parents’ mindset, educational expectations, and communication style. We earned their trust through several key strengths.

Flexibility
We proved that most challenges can be overcome with the right mindset and a proactive approach to problem-solving. By building a team with complementary expertise, we were able to deliver value across multiple areas of the business.

Going beyond the original scope
Our involvement quickly expanded beyond the responsibilities initially assigned to us. Over time, we became a natural extension of Novakid’s marketing team, contributing to strategic discussions and helping shape key business decisions.

Efficient communication
Anna and the Novakid team are highly creative and actively involved in every stage of the project. Maintaining clear, fast, and transparent communication therefore became one of our priorities. Using tools such as WhatsApp, Asana, email, and team chats, we remained responsive and ready to support the client whenever needed.

Broad digital marketing expertise
At MTA, we never limit ourselves to a single discipline. Although our cooperation began with PPC, we supported Novakid across a much broader range of digital marketing activities—from UX recommendations to creative strategy.

Continuous innovation
Even when campaigns were performing well, we never stopped looking for opportunities to improve. Continuous testing, optimization, and experimentation became a core part of our approach.

Openness to the client’s ideas
Novakid is an ambitious and highly creative company that constantly seeks new ideas. Rather than dismissing early concepts, we worked closely with the client to refine and develop them into initiatives capable of delivering measurable business results.

The success of the project would not have been possible without the proactive approach of our client. Novakid gave us the space to test and implement new solutions. We were given trust, time, and room to act. As a result, we were able not only to develop the project, but also to scale its performance effectively.

From Google Ads and Meta Ads campaigns run in just one country, we expanded into ongoing support across five markets, while also advising and supporting additional markets through strategic consulting and graphic design work.