ThinkingStrategically_Duolingo_FinalPresentation_060522_WIP5.pdf

Thinking Strategically

Final Presentatio
n

June 6, 2022

Stephanie Bienie
k

Art Directio
n

Speaks: English & Italian
MEET THE TEAM

Stephanie Bienie
k

Art Directio
n

John Ch
a

Copywrite
r

Speaks: English & Korean
MEET THE TEAM

Stephanie Bienie
k

Art Directio
n

John Ch
a

Copywrite
r

Speaks: English & Korean
Courtney Davi
s

Art Directio
n

Speaks: English & Latin
MEET THE TEAM

AGENDA
The Brief The Strategic Framework The Creative

BRIEF ON A SHEET

The Produc
t

Duolingo is the world’s #1 language learning app – used by hundreds of millions of learners around the
world. Their mission is to make language learning accessible to everyone for free, no matter who they are
.

BRIEF ON A SHEET

The Produc
t

.

The As
k

Get people motivated to do their daily lesson. Keeping learners learning is great for them, as it helps them
continue to progress with their goals, and also helps Duolingo keep in touch with their customer base.
Duolingo takes their learning styles and uses AI to deliver a better learning experience. Plus, a continual
learner is a happy learner which makes them more likely to tell their friends too
!

BRIEF ON A SHEET

The Produc
t

.

The As
k

Get people motivated to do their daily lesson. Keeping learners learning is great for them, as it helps them
continue to progress with their goals, and also helps Duolingo keep in touch with their customer base.
Duolingo takes their learning styles and uses AI to deliver a better learning experience. Plus, a continual
learner is a happy learner which makes them more likely to tell their friends too
!

Target Audienc
e

The exact target audience is up to you, anyone around the world who is interested in learning a language.
Whoever you pick, you need to identify a core consumer market that is relevant to the Duolingo brand and
by whom engaging could create a halo effect with thei
r

wider audience
.

STRATEGIC
THE PROBLEM THE INSIGHT
THE PRODUCT ADVANTAGE THE STRATEGIC STATEMENT

WHY ARE WE TARGETING MILLENNIALS?

- 46% of Duolingo existing users are Millennials.
Blanco, C. (2022, May 24). How does language learning differ across generations? Duolingo Blog. Retrieved June 5, 2022,
rom https://blog.duolingo.com/dear-duolingo-how-does-language-learning-differ-between-generations/

- 46% of Duolingo existing users are Millennials
.

- In a recent trend report, Millennials surveyors ranked
learning a new language as one of the top three things
they wanted to do in 2022.
YPulse. (2022, January 14). The 11 top things gen Z & millennials want to learn in 2022.

YPulse. Retrieved June 5, 2022

from https://www.ypulse.com/article/2022/01/04/the-11-top-things-gen-z-millennials-want-to-learn-to-do-in-2022/

- 46% of Duolingo existing users are Millennials
.

- In a recent trend report, Millennials surveyors ranked
learning a new language as one of the top three things
they wanted to do in 2022
.

- Millennials are digital natives who often prefer online
learning.
Dexway Communication. (2018, August 28). Reasons why millennials prefer online learning. Dexway. Retrieved June 6,
2022, from https://www.dexway.com/reasons-why-millennials-prefer-online-learning/

COME SEE
THE MOVIE
OF THE
SUMMER
CONSUMERS ARE INCENTIVIZED

TO LEARN NEW LANGUAGES

TO CONNECT WITH OTHERS
Blanco, C. (2022, May 24). How does language learning differ across generations?

Duolingo Blog. Retrieved June 5, 2022,

rom https://blog.duolingo.com/dear-duolingo-how-does-language-learning-differ-between-generations/

COME SEE
THE MOVIE
OF THE
SUMMER
CULTURAL EVENTS
OFTEN INCREASE
CONSUMER DESIRE TO
LEARN NEW LANGUAGES
COME SEE
THE MOVIE
OF THE
SUMMER
YPulse. (2022, January 14). The 11 top things gen Z & millennials want to learn in 2022.

YPulse. Retrieved June 5, 2022

from https://www.ypulse.com/article/2022/01/04/the-11-top-things-gen-z-millennials-want-to-learn-to-do-in-2022/

CONSUMERS WHO SPEAK

MULTIPLE LANGUAGES

OFTEN DISCOVER

MORE PERSONALITIES

Prigg, M. (2015, March 20). Researchers say bilingual people can have different
personalities in each language. Daily Mail Online. Retrieved June 6, 2022, from https://
www.dailymail.co.uk/sciencetech/article-3004943/Being-bilingual-really-two-minds-
Researchers-say-people-different-personalities-language.html

WORK FROM HOME CULTURE

LED TO DISASSOCIATION

FROM TRADITIONAL

“WORK IDENTITIES,”

WORK FROM HOME CULTURE

LED TO DISASSOCIATION

FROM TRADITIONAL

“WORK IDENTITIES,”

SO PEOPLE ARE NOW SEEKING

“NEW” IDENTITIES TO HELP

DEFINE THEMSELVES.

Ashforth, B. E. (2020, September 15). Identity and identification during and after the ... - wiley online library. Identity and Identification During and After the
Pandemic: How Might COVID-19 Change the Research Questions we Ask? Retrieved June 6, 2022, from https://onlinelibrary.wiley.com/doi/10.1111/joms.12629

PEOPLE BEGAN TO REEVALUATE

THEIR PRIORITIES AND SEEK NEW

GROWTH OPPORTUNITIES.

PEOPLE BEGAN TO REEVALUATE

THEIR PRIORITIES AND SEEK NEW

GROWTH OPPORTUNITIES.

THERE IS NOW A EMPHASIS

ON FINDING ONE’S PURPOSE.

Ashforth, B. E. (2020, September 15). Identity and identification during and after the ... - wiley online library.
Identity and Identification During and After the Pandemic: How Might COVID-19 Change the Research
Questions we Ask? Retrieved June 6, 2022, from https://onlinelibrary.wiley.com/doi/10.1111/joms.12629

PEOPLE BECAME SO ACCUSTOMED TO
ONLINE LEARNING THAT IT IS STILL
EXPECTED TO GROW IN THE YEARS TO COME.

Koyfman, S. (2022, January 20). 4 ways language learning might be different in 2022. Babbel Magazine.
Retrieved June 5, 2022, from https://www.babbel.com/en/magazine/language-learning-in-2022

COMPETITION
DUOLINGO IS UNIQUE IN BEING ONE OF THE ONLY FREE,
ACCESSIBLE LANGUAGE LEARNING PLATFORMS

Brand guidelines. Duolingo. (n.d.). Retrieved June 5, 2022, from https://design.duolingo.com/illustration/duo#perspective

HIGH PRICE
LOW PRICE
LOW

ACCESSIBILITY
HIGH

ACCESSIBILITY
MEMRISE
BABBEL
ONLINE TUTORING
DUOLINGO
IN PERSON CLASS
COMPETITIVE OVERVIEW

CULTURE
CONSUMER COMPETITION
• Consumers are incentivized to
learn new languages to connect
with others
.

• New cultural events often lead to
increased interest in learning new
languages
.

• People who speak multiple
languages often discover new
personalities.
• With the loss of “work identities”
during the pandemic, people are
now seeking new ways to de
fi
ne
themselves
.

• There is a strong cultural push for
people to
fi
nd their purpose now
.

• Online learning increased during
the pandemic and is expected to
continuing growing.
• Duolingo is one of the only free
and accessible online learning
opportunities.

CULTURE
CONSUMER COMPETITION
INSIGHT: Language learning keeps you rooted and gives you the freedom to
grow.
• Consumers are incentivized to
learn new languages to connect
with others
.

• New cultural events often lead to
increased interest in learning new
languages
.

• People who speak multiple
languages often discover new
personalities.
• With the loss of “work identities”
during the pandemic, people are
now seeking new ways to de
fi
ne
themselves
.

• There is a strong cultural push for
people to
fi
nd their purpose now
.

• Online learning increased during
the pandemic and is expected to
continuing growing.
• Duolingo is one of the only free
and accessible online learning
opportunities.

STRATEGIC
Language learning keeps you
rooted and gives you the freedom
to grow.

Duolingo users join the app excited
to learn a new language, but
quickly lose motivation and don’t
keep up with daily lessons.

STRATEGIC
to grow.

STRATEGIC
to grow.
Duolingo makes learning free and
accessible to everyone.

STRATEGIC
to grow.
Duolingo frees you to be whoever,
with whomever, wherever, whenever.
Duolingo makes learning free and
accessible to everyone.

Whenever, Wherever
Bathroom breaks, awkward
fi
rst-date silences, or online classes. Whatever the
situation, we are there for you. Easy, accessible, and always available.

“WHENEVER, WHEREVER” MANIFESTO
Multilingual polyglot. Travel enthusiast. Sucker for pop music
artists
.

When I’m not in the of
fi
ce, you can
fi
nd me teaching 40
languages to 500 million people in my free time.

Some say I’m laid back, some say I’m too wild but really I’m
just tryna vibe. I love meeting new people and am open to
new experiences.

Never one to ghost or
fl
ake. I’ll always be there when you
need me.

Social Teaser Script
Dear Duolingo,

I can’t stay quiet anymore. She calls you her sugarboo, her
moonlight, her starlight but pretends to not know you exist. She
says she’s levitating? She doesn’t even have wings!

Anything she can do, I can do and have done better. How can
you not love someone who speaks both Klingon and High
Valyrian! Valyrio muño ēngos ñuhys issa. It’s true. I can’t
believe you speak 41 languages and are willing to teach them
to everyone for free!

Not only does your heart match your brain, but you also have
such a captivating personality. The perfect, green package.
And 500,000,000+ people agree. But they don’t see you the
way I see you - and these hips don’t lie.

Just remember this:

Whenever, wherever. We’re meant to be together. I’ll be there,
and you’ll be near. And that’s the deal, my dear
.

Love
,

Your Secret Admirer

Music Video Relaunch
Just like how Shakira is willing with being there for her lover in
this song, we are equally as committed and willing to always be
there for you
.

However. this classic song and music video was released over
20 years ago and could use a remake and a relaunch. With the
news of Shakira’s recent break-up, what better time to do it
than now.

Along with updating the music video, we envision her swapping
out some her lyrics for Spanish and featuring an up and coming
Spanish artist for the remix.

To promote her relaunch via TikTok, we will cut to Duo
fi
nishing
watching the music video while standing in awe. It will then
enthusiastically
fl
ap its wings and drop its Dua Lipa obsession
for Shakira.

Twitch Stream
Millennials love Twitch and Twitch loves millennials.

Duolingo will partner with popular Twitch streamers and they
will complete Duolingo lessons during their game breaks to
demonstrate how quick and easy a lesson is.

Streamers will also encourage their fans to use Duolingo by
having their fans add them on the app to track how many XP
they gain. Top users with the most XP will unlock special
features from their respective Twitch streamers
.

OOH
Whether you’re chilling at Base Camp 1 in Mount Everest,
taking a water break in the Sahara Desert, or waiting for your
shuttle to take you to Machu Picchu, you can truly use
Duolingo whenever, wherever.

We’ll have OOH ads at places where people wouldn’t expect to
drive this point home
.

Breaking Out
Knock knock. Who’s there? You. You who? Yoo-hoo, let us
help you re-invent and re-introduce yourself to the world.

“BREAKING OUT” MANIFESTO
Turtles, snails, crabs. Without their shells they will die. But you, my soft-
exteriored, non-shelled, Sapien friend won’t.

We don’t need shells because we are tough on the inside. Yes, even you. I’m
willing to bet all the green feathers on my body that you have more hidden
selves than you know. They’re all just itching to be unplucked and unleashed.

How? By getting comfortable with being uncomfortable.

We understand that learning a new language can be intimidating, but our fun and
simple, yet effective lessons will help guide you along your journey.

Places that seemed strange and far-away may soon be places that you call
home. Experiences that you only dreamed of? A daily routine. We provide you
with all the tools to make the transition smooth and seamless.

All you have to do is commit to the process and
fl
y with it. Aren’t you tired of
crawling, anyway
?

TVC :30
This video spot will show what it feels and looks like for
someone to break out of their shell and the joy that it brings
.

Quiet background. Close up of an egg
.

Egg starts to shake.

Pecking, cracking sounds comes from the egg. Cue upbeat
music.

A person breaks out of shell and starts an interpretive dance
piece, moving swiftly through a global backdrop
.

As the subject moves throughout the scene, quick cuts reveal
her dancing against different global settings with her
personality/style changing to match those scenes
.

Camera pivot.

Latches onto a different person who is also dancing and
transitioning into different personalities with each scene cut
.

This chain reaction happens multiple times until the
fi
nal
person locks his eyes on a shaking egg similar to the one at
the beginning of the video
.

Cut to logo animation
.

Social CTA
As an extension of the explosive TV ad, social cutdowns of
the spot will created.

These cutdowns will focus on the initial egg shell and show
quick cuts of the scenes that display the range of
personalities each character has once they break out.

Duo’s Latest Obsession
Duo is not your ordinary owl. It has many obsessions like Dua
Lipa and getting users to continue their lessons.

It now has found a new passion: getting people out of their
shells to have them
fi
nd new parts of themselves. It has grown
into such a manic
fi
xation that Duo no longer can stand the
sight of eggs and its brittle casing. Every shell must be broken
.

TikTok Ideas
:

• Duo is outdoors where there are a lot of eggs and is
casually breaking them until it spots a sign for the annual
White House Easter Egg Hunt. Dramatic close up to Duos’
eyes.

• A Duolingo user receives a noti
fi
cation on his phone to
continue his lesson. User ignores message and continues
on with whatever he’s doing. Duo creepily pops up behind
him and throws an egg at him
.

Media Partnerships
With Millennials often using digital resources to discover new
recipes, we’ll meet them where they’re at by serving
contextually relevant ads on popular food sites.

More speci
fi
cally, we’ll partner with media companies to ensure
our “Breaking Out” content runs on web pages that feature
recipes that use eggs.

Guess what else is better out of its shell?

The Best Things
…are free. Truly free. No-strings-attached free. Lunches are
always on us, so leave your wallets at home.

“THE BEST THINGS” MANIFESTO
We don’t believe in half-stepping. You’re either about it, or
not and there is no in-between.

Free-trials? The only trials we know are the challenges to be
beaten in foreign lands.

You really thought you could get by with just 화장실 어디있어요
and 감사합니다? Absurd. Well, maybe not if bathrooms are
your thing. We don’t judge.

We’ll give you the tools necessary to immerse yourself
wherever you are. Fluent in 41 languages and willing to
teach you them all…for free.

So take the
fi
rst step and make it big. We’ll show you what
true freedom looks like. 화이팅
!

The Best Things Sabbatical
Like a good hamburger, this one right here is multilayered with
each component complementing each other.

We want to display the full potential of Duolingo if users kept up
and
fi
nished their lessons. What better way than to actually
show the results
fi
rsthand.

To begin, we’ll announce that we are looking to send people on
an all expense paid trip to wherever they want. Essentially, a
sabbatical. However, this sabbatical is a job where the only
requirement is doing your lesson every day
.

How it Works
We’ll be looking for about 5 individuals who are looking to re-
invent and or rediscover new parts of themselves. Ideal
candidates would be those who are burnt out or those who
never got to travel because life got in the way
.

As they’re working through their Duolingo tree, they’ll be
embarking on their journey at their destination of choice. They’ll
also be documenting their travels and posting it via YouTube
and on partnered popular travel blogs
.

The purpose will be to show viewers as well as potential and
current Duolingo users the reality of learning a new language
and applying it in real-time. Content will include both the ups
and downs. There will be extra emphasis on how the trials and
tribulations that our candidates overcame helped them grow as
individuals
.

Social Series Free Trials

Free-trials are a tease and Duolingo doesn’t like teases.

To show what a free-trial expiration feels like, we’ll have
people enjoy a free product or service (e.g., ice cream,
toilet paper, tutor) only to have it be it slapped away by
the Duolingo owl to illustrate what it’s like when a free-
trial ends.

This concept will come to life organically on TikTok and
serve as a new series for the Duo Owl.

Creative Recap
Whenever, Wherever Breaking Out The Best Things

ThinkingStrategically_Duolingo_FinalPresentation_060522_WIP5.pdf

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