This document outlines plans for a branded entertainment initiative between Duolingo and fairy tales. It discusses 3 consumer personas: Juan, a 36-year-old gardener immigrant from Atlanta; Julia, a 19-year-old student at MIT; and Finn, a 26-year-old industrial designer from Dallas. It identifies their pain points with language learning and how Duolingo could help. It proposes a fairy tale-themed game within Duolingo's app and outlines social media and influencer marketing strategies to promote the initiative.

1. Fairy Tale - Brand Alignment
Phase I
BREN 200: Intro to Branded Entertainment
Prof. Judy Salzinger
Lisbeth Lora De Los Santos, Max Golema, Nia Smalls
BREN 200
Judy Salzinger
Lisbeth Lora
Nia Smalls
Max Golema

2. Moral Hard work and determination pay off

9. Mood Board: The Brand

10. Mood Board: Fairytale

11. Mood Board: Style of the Story

12. Mood Board: Photography

13. Mood Board: Color Palette

14. The Consumer

15. The Immigrant
Name- Juan Santos
Age- 36
Occupation- Gardener
Archetype- The Innocent
Location- Atlanta, Georgia
Income- $55,000
R. Status- Married
- Enjoys spending time with family
- Regularly attends church
- Always outside
- Goes to concerts
- Volunteers for community service
- Values hard work
Brand Association

16. Juan is a 36 year old gardener. He came to
United States with his wife and two children in
2015 to find a better life . He is very
traditionalist, social, romantic and he is a
dreamer. He works very hard for what he wants
and is always looking life in a positive lens. He
dreams of owning a house and paying his kids’
college tuition.
He is very helpful in most of his free time. On
the side, Juan volunteers . He loves his family,
so he wants to stay in touch through Facebook
and Instagram. He also watches international
television, such as Telemundo and CNN. Juan
is always busy, which makes it difficult for him
to take classes on honing his english.
Consumer Journey

17. The Student
Name Julia Jenfeld
Age- 19
Occupation- Student
Archetype- The Explorer
Location- Cambridge, Massachusetts
Income- N/A
R. Status- Single
- President of Horticulture Club
- Bikes to class
- Social, Friendly
- Watches Omeleto
- Excellent organizer
Brand Association:

18. Julia is a junior at MIT in Cambridge,
Massachusetts. Her program of study is
Chemical Engineering with a focus on
genetically modified organisms. She lives a
very active lifestyle as the president of the
Horticulture Club (which she founded) and
member of the schools’ cycling team. She
relies on her smartphone to help her keep up
with her busy schedule.
In the spring semester of her senior year, Julia
plans on living her lifelong dream of studying
abroad in Paris. However, she does not have
time to take French classes and finds it difficult
trying to learn the language through dull
textbooks.
Consumer Journey

19. The Innovator
Name- Finn Campbell
Age- 26
Occupation- Industrial Designer
Archetype- The Creator
Location- Dallas, Texas
Income- $92,000
R. Status- Single
- Drinks a lot of coffee/Eats whatever is easiest
- Travels for business
- Constantly doodling
- Buys products based off of their packaging
- Listens to classic rock with earbuds made with real wood
- Still plays with Lego
Brand Association

20. Finn works as a driven individual who
coordinates with other designers all across the
world. He’s constantly writing down new ideas,
while communicating them them to his team
and his clients. Due to his “always-on” way of
life, Finn rarely has time to relax, often eating
whatever is the quickest and the easiest.
Finn travels overseas to engineering hubs such
as Hong Kong and Singapore to consult
directly with the teams manufacturing his
products. Finn is always connected, all of the
time. He maintains a prominent social media
presence to network and stay in touch with
other professionals in his field.
Consumer Journey

21. Pain Points
- Visiting a foreign city and needing to understand street signs and landmarks
- Being able to communicate effectively with foreign coreworkers
- Ordering food, buying things, and navigating public areas in a foreign place
- Learning to become completely immersed in the culture around her
- Comprehending lectures given by important figures in her field
- Communicating correctly with co workers
- Understanding American culture
- Working towards a better job
- Reaching ambitious goals

22. Benefit
duolingo combats these triggers by offering free,
unlimited, and universal access to all major foreign languages

23. The Game

24. Protagonist Antagonist

29. Social Media Channels
● 249.6K Followers
● 12.8K Followers
● 1,397,337 Likes
● 1,390,601 Followers
● Instantaneous
● Live interaction with
followers
● Field Questions
● First-Person POV

31. Partnerships with brands like
Influencer(s)
Damon and Jo
Los Angeles, CA.
Digital Stars
● American Damon Dominique and Brazilian Jo Franco met as
college freshmen and bonded over their linguistic abilities
(they speak five languages apiece).
● When they began filming their travels, they were broke,
crossing continents on a dime
● 41.2k Followers
● 150k Followers
● 29.8k Followers
● 730,257 Subscribers

34. Educational Competitive Fun
Initiative Breakdown