Ready. Set. Go!
Problem Statement/Objective:
Duolingo recognizes that motivation is the hardest part of learning something new. They want to reach learners using their motivations and interests to drive earned media that will encourage people to learn with their brand.
Research/Key Insights:
- In-Depth Interviews: Explored motivations and perceptions associated with language learning and Duolingo.
- Focus Group: Examined motivators behind learning new languages among participants.
- Online Surveys: Analyzed obstacles and motivations for language learning reported by respondents.
- Interactive Boards: Explored the influence of competition and events on motivating language learning through Duolingo.
Findings:
- Motivations for Learning: Travel, cultural exploration, and accessibility are significant motivators for individuals using Duolingo. The desire to travel emerge as prominent motivators in learning new languages.
- Obstacles to Learning: Time constraints and lack of interest were cited as major hurdles in learning a new language. Interest was the primary motivator for respondents engaging in language learning activities.
- Duolingo’s Popularity and Perception: A high preference for Duolingo was observed among respondents, with many citing it as their preferred language-learning app. Users tend to engage with Duolingo for a few months a year, often before traveling.
- Motivation Factors: Competition and attending events related to personal interests or fandom are identified as strong motivators for users to engage with Duolingo.
Client:
Duolingo
Project Duration:
3 Months
Big Idea:
“Duolingo Is Your Linguistic Passport, The Tool To Take You To New Places.“
Duolingo is more than a language-learning platform; it’s a gateway to diverse cultures and travel opportunities, enabling exploration and global engagement.
Competition Flyers
Winner’s Congrats Letter
Creative Solutions
- In-App Competition: Top scorers win a free trip to the country of the language they are learning.
- Olympics Sponsorship: Featuring a blimp, translation station, photo booth, and DuolinGOLD medals.
- Partnerships: Airbnb discounts, Air France collaborations with in-flight games and themed luggage tags.
- New Year’s Kickoff Party: Encouraging language learning at the start of the year.
- FIFA Partnership: Incorporating Duolingo banners inside the game.
- Media Presence: Commercials, social media ads, and language learning encouragement across platforms.
- Duo Stickers: Rewards for language learning, to be placed on luggage.
My Role
As part of the creative team:
- Contributed as part of the creative team, designing competition posters for social media and creating the congratulations letter for winners.
By integrating these insights into a cohesive campaign strategy, Duolingo aims to capitalize on the identified motivators such as travel, cultural exploration, and personal interests. Leveraging these findings, Duolingo seeks to develop engaging campaigns that resonate with users’ motivations, fostering a deeper connection with the platform and making language learning an exciting and rewarding experience.
Zenovia Gray 