Red Balloon is the leading chain of English Schools for Kids chain in Brazil. Their branches work with children from the age of 3 onwards.

We wanted to promote it, using the fact that at the age of 8-9 years old, Red Balloon students can speak or write in English as well as a native speaker.

We created Celeb Grammar Cops, teams of 8-13 year old students who check and correct their idols’ tweets, replying to them with their own pictures and exposing their mistakes and the corrections to millions of fans and parents. The whole action became a video, later replied in different educational and even educational websites. And that drove to new clients looking for our school.

The Celeb Grammar Cops received hundreds of replies and retweets and humorous and educational sites posted our action tweets and videos. But despite creating such a buzz, the key here was raising awareness of two facts: the effects of social media on kids' education and the proof point of the quality of Red Balloon English Schools: awareness. The whole action created a huge waiting list of parents who want to enrol their kids to study English at Red Balloon.

The main point of Celeb Grammar Cops was to use a platform that Red Balloon’s students already use to have fun, and that their parents use as an entertainment and information channel. The brand took advantage of an open channel to question how social media is bringing bad grammar to a new level of exposure, especially when multiplied by the twitter audience/followers of celebrities.