Your Life. Your Voice. Any Language

Project brief and destription

“Put Duolingo into the hands of 16-22 year-olds”

Brief: Bring learning languages with Duolingo into the everyday lives of 16-22 year-olds globally, in an engaging, inspiring and ‘buzz-worthy’ way, in time for the new academic year. Create a campaign that gets people to download the app and encourages existing users to use Duolingo daily.

Solution: Our campaign “your voice, your life, any language” would launch at the start of the academic year across the digital platforms that 16-22 year-olds use daily (Spotify, Instagram, YouTube, Facebook). During the development process we identified the technical constraints and audience targeting possibilities of the platforms we used to ensure the designs and outputs would work within these constraints and perform well. The message we will share will highlight how Duolingo helps people to achieve their potential and express themselves, by making languages fun and relevant to what they care about. Initially sponsored playlists will increase awareness of and appreciation for different languages through music. Then to further promote an array of international artists to get their music heard by millions of users, we will introduce Music Mondays where people can submit their own songs, for a chance to win free publicity on Duolingo’s social media platforms and in the app, as well as a spot in a virtual concert to be held at the end of the year. Ruby, a music loving penguin character will primarily promote the cultural, musical aspect of the service we have developed, leaving Duo to focus on reminding users to do their lessons.

My Role: As the project leader I organized and coordinated my teams communications and work. I also brought our content together in a report and deck. I researched how we could specifically target different social media content to both existing users and new users. I assisted the design lead by identifying the correct ad specifications and formats for different digital platforms, and also helped develop the implementation strategy of how we would launch the materials across several platforms. I made the scripts and some recordings for the audio and video ads. I also initiated and led the development of, ‘Music Mondays’ an idea to get aspiring young singers involved in a music language competition, ran by Duolingo on Instagram and within their ap. The idea being that by getting people engaged with language through music they would feel it was more relevant and be inspired to continue their language journey with Duolingo.