Cambridge Dictionary Social Media Case Study

Making words meaningful through social.

The challenge.

Cambridge University Press came to Passion for help with their organic social media strategy and management for the Cambridge Dictionary channels. Their goal was to increase engagement within their key channels and increase social referral traffic to their online dictionary site.

Cambridge University Press are the owner of the Cambridge Dictionary. Cambridge Dictionary is active across several social platforms and has a combined audience of over 2 million people worldwide. Their mission is to help and support people around the world who are learning English as a second language.

Our response.

Creativity on social is one of the key engagement drivers – just like learning a new language, grabbing attention requires a multimedia approach. Content must be aesthetically pleasing as well as informative, educational or helpful for your specific audience. We crafted a range of eye-catching templates that mirrored the Cambridge Dictionary’s brand and website aesthetic. Consistency was crucial to make the brand instantly recognisable across all touchpoints.

Once the creative aspects of our scope were finalised, next was to create a posting strategy. Each social media platform has its own language, literally and figuratively. We devised a platform-specific posting strategy, ensuring content resonated on each channel – Facebook, Instagram, X (formerly known as Twitter) you name it! We factored in everything from posting times and content type to channel objectives and recycling content strategically.

Simply informing wasn’t enough. We wanted to create a vibrant learning community. From the use of Call to Actions (CTAs), engaging competitions, and fostering discussions in the comments section, it was all about getting the audience to actively participate in their learning journey.


  • 40%

    Increase in X (formally known as Twitter) referral traffic

  • 29%

    Increase in new users from Facebook

  • 23%

    Increase in engagements post creative developments

The impact.

The results were nothing short of impressive. We saw a 40% surge in referral traffic from Twitter, proving our engaging content resonated with learners on the platform. Facebook, often a pay-to-play battleground, surprised us with a 29% increase in new users, showcasing the power of our organic strategy. But the real magic happened right on the Cambridge Dictionary channels themselves. After implementing the creative revamp, we witnessed a phenomenal 23% jump in post engagements, highlighting the power of captivating visuals and fostering a community spirit. In essence, we helped Cambridge Dictionary not just speak the language of learners, but truly connect with them.

Passion Digital Ltd.’s responsiveness and high-quality work have helped them dramatically increase the client’s visibility. Their remarkable SEO skills are perfectly in line with the client’s social media strategies, and their deep understanding of the firm’s branding encourages ongoing engagement.

We’ve been looking at our visibility versus our competition, and we’ve done very well compared to other companies. In fact, we’re only chasing one company at the moment. Their excellent site traffic and SEO support as well as their understanding of how those metrics complement what we’re doing on our social media have helped us achieve our goals.

Overall, we’ve been truly impressed with the improvements they’ve made as well as the results of their work. As a result, we’ve recommended them to another company.

Kiran Noonan Managing Director

They really spent the time to understand the company when we first began working together. I’ve worked with a couple of SEO agencies over the last sort of eight or nine years, and a lot of the time, they’re very numbers-focused, which you would expect — the numbers dictate the content.

I think because Passion spent so long and put so much time and effort into understanding the business, the tone of voice, and our position in the market, they’ve provided a unique ability to marry a numbers-focused strategy with a content plan. It’s very much in tune with what we want, and it’s the kind of flavor we would expect — I personally haven’t experienced that with another organic search agency.

Dale Bray Digital Marketing Manager

Tell us about your project

Fields marked with an * are required