I had the opportunity to support NABU, an international nonprofit based in the US, in its mission to combat global illiteracy through its mobile app, NABU. The app provides free storybooks for children in both local languages and English, with active campaigns in countries like the Philippines and Kenya. When I joined the project in the third quarter of 2022, NABU had fewer than 20,000 users across these two markets. My primary goal was to increase brand awareness and drive active app adoption among parents, educators, and children. To achieve this, I designed a targeted digital marketing strategy built around Google Ads app campaigns. My first step was conducting audience research to understand the demographics, interests, and online behaviors specific to each market. I then developed localized content in Filipino, Swahili, and English to ensure the messaging resonated with users. The campaign mix included search ads targeting those seeking educational resources, visually engaging display ads, and video ads showcasing the app’s benefits and success stories. I also used Google’s Universal App Campaigns to maximize reach through machine learning. Throughout the process, I closely monitored performance metrics and user engagement, making continuous adjustments to optimize results. The outcomes were significant. In the Philippines, active users grew from fewer than 8,000 to 131,756, establishing NABU as a trusted resource among parents and educators. In Kenya, the user base expanded to 124,460, making NABU a leading source for quality storybooks in Swahili and English. This project reinforced my belief in the power of strategic digital marketing to support educational initiatives, expand access to learning resources, and make a meaningful impact in the fight against illiteracy.