DUO'S FAN WARS
DUO'S FAN WARS
DUO'S FAN WARS
DUO'S
FAN WARS
Interactive, Social Media or Streaming Media
Interactive, Social Media or Streaming Media
Interactive, Social Media or Streaming Media
PROJECT OVERVIEW
PROJECT OVERVIEW
PROJECT OVERVIEW
The challenge is to get Gen Z & Millennial learners to pick up learning with Duolingo by sending them unique “reminders” they not only love but want to share with their friends.
The challenge is to get Gen Z & Millennial learners to pick up learning with Duolingo by sending them unique “reminders” they not only love but want to share with their friends.
The challenge is to get Gen Z & Millennial learners to pick up learning with Duolingo by sending them unique “reminders” they not only love but want to share with their friends.
PROBLEM
PROBLEM
PROBLEM
Gen Z and millennial learners struggle to stay motivated to continue learning on Duolingo. Many focus on other interests, leaving little time for learning.
Gen Z and millennial learners struggle to stay motivated to continue learning on Duolingo. Many focus on other interests, leaving little time for learning.
Gen Z and millennial learners struggle to stay motivated to continue learning on Duolingo. Many focus on other interests, leaving little time for learning.
SOLUTION
SOLUTION
SOLUTION
A Duolingo x Spotify collaboration that transforms language learning into a competitive, music-driven experience where fans earn points for lessons and streams.
A Duolingo x Spotify collaboration that transforms language learning into a competitive, music-driven experience where fans earn points for lessons and streams.
A Duolingo x Spotify collaboration that transforms language learning into a competitive, music-driven experience where fans earn points for lessons and streams.
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USER RESEARCH
USER RESEARCH
USER RESEARCH
OUR PROCESS
OUR PROCESS
OUR PROCESS
We conducted market, social media, and app research, developed three user personas representing Duolingo’s user base, and interviewed matching individuals to identify pain points. This served as the foundation for our campaign concept.
We conducted market, social media, and app research, developed three user personas representing Duolingo’s user base, and interviewed matching individuals to identify pain points. This served as the foundation for our campaign concept.
We conducted market, social media, and app research, developed three user personas representing Duolingo’s user base, and interviewed matching individuals to identify pain points. This served as the foundation for our campaign concept.
USER PERSONA PAIN POINTS
USER PERSONA PAIN POINTS
USER PERSONA PAIN POINTS
BRYCE BOWEN
ACHIEVEMENT PRO
ACHIEVEMENT PRO
Needs a language learning experience with more competitive incentives.
Needs a language learning experience with more competitive incentives.
HOW MIGHT WE…
HOW MIGHT WE…
Create a language learning experience for Bryce that leverages his competitive nature, keeping him motivated and engaged to practice consistently?
Create a language learning experience for Bryce that leverages his competitive nature, keeping him motivated and engaged to practice consistently?
CONTRIBUTE TO EXISTING COMPETITIVE COMMUNITIES
EMILY CARTER
BALANCED LEARNER
BALANCED LEARNER
Wants a simple and efficient way to integrate passions into the daily routine.
Wants a simple and efficient way to integrate passions into the daily routine.
HOW MIGHT WE…
HOW MIGHT WE…
Help Emily incorporate her daily passions into her language learning routine, making it simple and manageable alongside her busy schedule?
Help Emily incorporate her daily passions into her language learning routine, making it simple and manageable alongside her busy schedule?
LEVERAGE THE USERS CURRENT PASSIONS
MARIA GONZALEZ
SOCIAL SEEKER
SOCIAL SEEKER
Seeks ways to connect with new people who share similar interests.
Seeks ways to connect with new people who share similar interests.
HOW MIGHT WE…
HOW MIGHT WE…
Help María connect with others and build an ongoing community that aligns with her interests while learning a language?
Help María connect with others and build an ongoing community that aligns with her interests while learning a language?
ENCOURAGE COLLABORATION TO ACHIEVE A COMMON GOAL
BRYCE BOWEN
ACHIEVEMENT PRO
Needs a language learning experience with more competitive incentives.
HOW MIGHT WE…
Create a language learning experience for Bryce that leverages his competitive nature, keeping him motivated and engaged to practice consistently?
CONTRIBUTE TO EXISTING COMPETITIVE COMMUNITIES
EMILY CARTER
BALANCED LEARNER
Wants a simple and efficient way to integrate passions into the daily routine.
HOW MIGHT WE…
Help Emily incorporate her daily passions into her language learning routine, making it simple and manageable alongside her busy schedule?
LEVERAGE THE USERS CURRENT PASSIONS
MARIA GONZALEZ
SOCIAL SEEKER
Seeks ways to connect with new people who share similar interests.
HOW MIGHT WE…
Help María connect with others and build an ongoing community that aligns with her interests while learning a language?
ENCOURAGE COLLABORATION TO ACHIEVE A COMMON GOAL
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STRATEGY
STRATEGY
STRATEGY
FANDOMS AROUND THE WORLD ARE KNOWN FOR THEIR PASSION & LOYALTY
FANDOMS AROUND THE WORLD ARE KNOWN FOR THEIR PASSION & LOYALTY
FANDOMS AROUND THE WORLD ARE KNOWN FOR THEIR PASSION & LOYALTY
Duo’s Fan Wars sparks competition for superfans of the biggest music artists, inspiring them to learn, share, and recruit others to join the fight. By linking Duolingo and Spotify, fans earn points by completing lessons and streaming to compete for the top spot.
Duo’s Fan Wars sparks competition for superfans of the biggest music artists, inspiring them to learn, share, and recruit others to join the fight. By linking Duolingo and Spotify, fans earn points by completing lessons and streaming to compete for the top spot.
Duo’s Fan Wars sparks competition for superfans of the biggest music artists, inspiring them to learn, share, and recruit others to join the fight. By linking Duolingo and Spotify, fans earn points by completing lessons and streaming to compete for the top spot.
A notification window appears for users
User links their Spotify & Duolingo accounts
They pick their favorite artist or brand and join their team on Duolingo
Fans encourage and push eachother to win
Winning fandom scores a mini album
Duo tracks and tweets progress, fans watch as their fandoms climbs the leaderboard
Begin completing language lessons and streaming Duo's Mix
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DELIVERY
DELIVERY
DELIVERY
STEP 1 - LINK SPOTIFY & DUOLINGO
STEP 1 - LINK SPOTIFY & DUOLINGO
STEP 1 - LINK SPOTIFY & DUOLINGO
When fans open Spotify, they receive a notification inviting them to link their Duolingo accounts and join Duo’s Fan Wars, featuring their favorite artist in correlation with Duolingo’s top languages.
When fans open Spotify, they receive a notification inviting them to link their Duolingo accounts and join Duo’s Fan Wars, featuring their favorite artist in correlation with Duolingo’s top languages.
When fans open Spotify, they receive a notification inviting them to link their Duolingo accounts and join Duo’s Fan Wars, featuring their favorite artist in correlation with Duolingo’s top languages.
We designed Spotify’s top global artists for Duolingo’s six most-studied languages (Jan 2025), staying true to the brand’s style guidelines.
We designed Spotify’s top global artists for Duolingo’s six most-studied languages (Jan 2025), staying true to the brand’s style guidelines.
We designed Spotify’s top global artists for Duolingo’s six most-studied languages (Jan 2025), staying true to the brand’s style guidelines.
STEP 2 - UNLOCK DUO'S MIX
STEP 2 - UNLOCK DUO'S MIX
STEP 2 - UNLOCK DUO'S MIX
Duo’s Mixes are interactive playlists with songs from favorite artists, featuring Duolingo-enhanced lyrics to help users learn as they listen. Each artist has playlists tailored to a language, with gamified learning through Spotify’s real-time lyrics.
Duo’s Mixes are interactive playlists with songs from favorite artists, featuring Duolingo-enhanced lyrics to help users learn as they listen. Each artist has playlists tailored to a language, with gamified learning through Spotify’s real-time lyrics.
Duo’s Mixes are interactive playlists with songs from favorite artists, featuring Duolingo-enhanced lyrics to help users learn as they listen. Each artist has playlists tailored to a language, with gamified learning through Spotify’s real-time lyrics.
STEP 3 - EARN POINTS
STEP 3 - EARN POINTS
STEP 3 - EARN POINTS
Fans earn points by completing Duolingo’s lessons and streaming their artist’s mix. The more they learn and listen, the higher their fandom climbs on the leaderboard.
Fans earn points by completing Duolingo’s lessons and streaming their artist’s mix. The more they learn and listen, the higher their fandom climbs on the leaderboard.
Fans earn points by completing Duolingo’s lessons and streaming their artist’s mix. The more they learn and listen, the higher their fandom climbs on the leaderboard.
STEP 4 - UNIGNORABLE REMINDERS
STEP 4 - UNIGNORABLE REMINDERS
STEP 4 - UNIGNORABLE REMINDERS
Duo fuels rivalry with social media updates, driving user generated content, encouraging fans to recruit and remind each other to keep their ranking up.
Duo fuels rivalry with social media updates, driving user generated content, encouraging fans to recruit and remind each other to keep their ranking up.
Duo fuels rivalry with social media updates, driving user generated content, encouraging fans to recruit and remind each other to keep their ranking up.
STEP 5 - ORGANIC TRAFFIC
STEP 5 - ORGANIC TRAFFIC
STEP 5 - ORGANIC TRAFFIC
The brand would thrive by building community and encouraging engagement, surpassing traditional marketing by driving organic sharing and traffic back to the app through peer influence.
The brand would thrive by building community and encouraging engagement, surpassing traditional marketing by driving organic sharing and traffic back to the app through peer influence.
The brand would thrive by building community and encouraging engagement, surpassing traditional marketing by driving organic sharing and traffic back to the app through peer influence.
The winning fans will gain exclusive access to a hot new duo drop – a mini album from their featured artist!
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MEASUREMENT
MEASUREMENT
MEASUREMENT
SOCIAL MEDIA
Integrates popular platforms that users are already familiar with, making it impossible to miss reminders from users.
VIRALITY
Fans are encouraged to share online, using user-generated content to drive organic traffic back to the Duolingo app.
COMPETITION
The fandoms who are known to have a competitive spirit will keep coming back to make sure their team wins.
PRESENTING AT DUOLINGO NYC
My team and I were invited to present our brief to Duolingo's product design team, where we received positive and encouraging feedback.
