Helen Doron English, a global leader in English language education for children, sought to expand its franchise network across Slovenia by attracting prospective teachers interested in opening a Helen Doron learning center in their local city.

Shine partnered with Helen Doron English Slovenia to design and deliver a full-funnel recruitment campaign that combined compelling creative with a performance-driven strategy. The collaboration focused on producing high-quality video and still ads that authentically communicated the opportunity, while continuously optimizing for qualified leads across Meta platforms.

The partnership included:

• Creative Strategy Development: Building a full-funnel concept that guided potential teachers from initial awareness through to decision, tailored to Meta's feed and Reels placements.

• Asset Production: Developing a suite of video and still ads that blended authentic storytelling with Helen Doron's warm, trusted brand tone.

• Testing & Optimization Framework: Implementing a structured testing process across awareness, consideration, and decision stages to identify winning angles and maximize lead quality.

The breakthrough optimization

Rather than running separate hook ads to capture attention and separate testimonial ads to build trust, we merged our highest-performing hooks with existing testimonials into a single unified video. The result paired a strong, attention-grabbing opening with the credibility of real testimonials, closing the gap between interest and action and driving a decisive lift in conversions.