Copy Writer: Diego Ramirez Meda Art Director: Jaelyn Cooper
Challenge: Get Gen Z and Millennials, who are also part of niche fandoms, to engage with Duolingo. This had to be done using non-traditional advertising, stunts, experiences, and/or social content. Target Fandom: Foodies
Expand your palate.
What do food and language have in common? Culture. Foodies understand that cooking helps you absorb another culture, even if you don’t speak the language. So we’re encouraging foodies to become language learners so they can further experience what their tastebuds love most.
Social Media: Chef Duo TikTok Series
Famous Tik Tok chefs explain how to make a dish in their native landuage with Duo as their sous-chef
At the end of the video, display an end card saying: “Not your language yet? Expand your palate. Download Duolingo”
HelloFresh Partnership
Partner with Hello Fresh to offer Duolingo users discounted subscription boxes. Users choose the language and the box.
Our TikTok chef choices:
Each box comes with an envelope containing English cooking instructions..
Chef Max Mariola
Italian Cuisine
Chef K.N. Vinod
Indian Cuisine
Roberto “Robegrill” Morales
Mexican Cuisine
Users are challenged to make the dish alongside a video (via QR code) that coincides with the dish and is entirely in the dish’s native language.
Experiential: Surprise Streak-Holder Cooking Class
Duo will host exclusive cooking classes in major U.S. cities with famous chefs of each city.
Announcements will be made day-of via social media.
The catch?
The only way to get in is if you have a Duolingo streak.
Unrelated Bonus Feature
This is NOT part of this campaign. Its is a brand manifesto for Duolingo I wrote and made a while ago for an Art Direction Seminar class I participated in. (Check out my Art Direction seminar page to see more work from then!)
Funny enough, I made this as my partner and I were barely starting our Duolingo campaign. So while it’s not directly related to our campaign, it actually really helped me get into the headspace to work on our Duolingo campaign