Brainly - Back to School
Giving Parents a Real Reason to Breathe
#BrainlySidekick
Overview: Showing the Sidekick Every Parent Needed for Back-to-School
As the school year ramped up, Brainly invited creators to show how its AI-powered learning companion makes family life easier. The campaign focused on short-form Instagram Reels that delivered real, relatable parenting stories. The content highlighted how Brainly supports kids in grades 6–12 and helps parents reclaim time and peace of mind. The tone was personal, not polished. Just everyday moments made smoother by smart study help.
Challenge: Turning Homework Help Into a Scroll-Stopping Story
Parental content is often filled with product noise. Brainly’s challenge was standing out with something real, showing that AI learning tools can actually reduce stress instead of adding to it. Creators needed to balance clear feature highlights with relatability and authenticity, without sounding scripted or overly techy.
Solution: Letting Parents Speak Parent
We partnered with 3 creators who each built short-form videos rooted in their own family routines and chaos. They showed Brainly in action, whether solving homework roadblocks or reclaiming some precious downtime, while naturally integrating key features like guided tutoring and 24/7 access. Each video closed with a spoken and written CTA, encouraging downloads in a casual, trusted voice.
As of 10/7 (WIP)
Our Results:
Despite a tight creator list, the campaign drove strong engagement and met the brief’s goals of relatability, clarity, and trust.
3 Creators 🎨
3 creators shared their parenting routines with Brainly
855K Fans 🌟
Combined audience of 855,000 parents and caregivers
77k Views 👀
77,000 engaged views brought Brainly into the school-year conversation
855K Reach 🌍
855,000 total reach across posts
6k Likes ❤️
6,000 likes confirmed that parents and peers resonated with the content
7.7% Buzz 👍
7.7% engagement rate showed the audience was listening and reacting
Start a campaign with us!
Submit the form below, tell us a bit more about your business, and we’ll be in touch shortly.
Watch This
Small Creator Pool, Strong Resonance
Creators Made AI Feel Like a Parenting Hack, Not a Buzzword
The strongest moments came from parents being parents, sharing real stories about study struggles, time crunches, and how Brainly gave them space to breathe. It wasn’t just about features. It was about function in real life.
Brainly’s Campaign Proved That Utility Can Be Relatable
By handing the mic to real parents, this campaign showed that Brainly isn’t just another edtech app. It’s a trusted sidekick for the daily school grind. Short-form, honest, and effective.
Engineering Social
Engineering Social
DRIVING SOCIAL CONVERSATION AND SENTIMENT IN WAYS THAT WORK.
Sulfur helps clients create authentic content to fit the touchpoints of today's connected world 🌎. We do this by engaging influencers to drive awareness, amplify reach, and gain insights + data 📈 to optimize and scale future growth and performance.