Strategic planning and execution with a leading health technology company.
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Project Overview
Duolingo is the world’s #1 way to learn a language. Available in 100+ countries, Duolingo is on a mission to bring free language education to the world and make learning fun.
The Objective
People are scrolling. People are streaming. How do you get them to stop, install, and start learning? Duolingo was looking for a strategic partner to help drive installs by motivated learners who were likely to become daily users.
Acquiring Quality Users at a Low Cost
January is a time for Duolingo to capitalize on increased interest in language learning. We focused on acquiring quality users at the lowest cost per install. Our team worked closely with Duolingo to conceptualize, launch, and manage a campaign built around New Year’s resolutions.
The hashtag #duomore was at the heart of the concept convincing people to Scroll Less and Learn More. The campaign was a huge success garnering over 500,000 new installs for a cost 73% lower than the average app CPI worldwide.
Learning the Visual Language
We worked closely with the Duolingo team to understand existing brand documentation, the unwritten rules of the brand’s look and feel, and the nuances of translation, as well as all of Duo’s different ways of expressing emotion. We provided creative concepts and production of assets to scale those concepts across a multilingual, multinational audience.
Parlez-vous Paid Acquisition?
As a language learning company with global reach, localized translations of ads are a must. Meticulous planning and production standards allowed us to provide support for advertising in multiple languages and character sets to help drive installs worldwide.
Bringing Duo to Life
Duo is the brand’s enthusiastic (if slightly antagonistic) spokesbird and language coach. We storyboarded and animated short videos and digital ads that captured attention and brought Duo to life.
We had a huge linguistic and cultural sandbox to play in. From K-POP to GOT, we helped Duolingo design and launch creative concepts throughout the year.
Engaging Social Media Content
To support Duolingo’s goal of producing engaging social content we conceptualized and executed an animated Instagram story featuring Duo. The story prompted over 500 people to click through and install the app.
Duolingo IRL
A high-visibility takeover of the Pittsburgh International Airport captured attention and inspired organic social sharing from selfie-snapping travelers.
CMO-Approved
“If you are looking for a smart, creative, hardworking bunch of digital experts, you can find them right here in Pittsburgh. Duolingo, the world’s most popular language learning app, turned to Carney to grow our user base during the critical 2019 New Year’s time frame. The Carney team delivered a powerful concept, strong creative, and a robust media plan. Then they executed the plan with excellence, constantly optimizing to ensure that we got the most for our money. I have rarely seen an agency so focused on making sure they understand a client’s goals and then driving to exceed them. Together we delivered a record 30% growth, and they ensured that I was one happy client.”
