Duolingo
Duolingo
The Client
7,836,000
Wild Posting® impressions
883,980
Dedicated location impressions
4 weeks
Length of campaign
Duolingo Wild Posting Case Study
Founded in 2011 by Luis von Ahn and Severin Hacker, Duolingo is a free app and website that helps people learn languages through research-based teaching methods. It makes language learning fun, free and effective for anyone who wants to learn, wherever they are.
Promoting the Duolingo Adoption Plan
The Duolingo Family Plan allows up to six people to access one premium account. But Duolingo noticed that not every family accessed all of their available spots, meaning many family plans had openings. It created an Adoption Center, allowing people who wanted access to plans to be “adopted” by a family with an open slot. Duolingo wanted to promote this new option.
Finding the right location to replace the client’s first choice
A few of the dedicated locations Duolingo initially wanted were booked before we could finalize anything. It was fall, a busy time of the year, and inventory went fast. Luckily, we ended up finding another perfect location.
Choosing a single dedicated area and adding more Wild Posting®
The client wanted one to three key dedicated locations, with a limited budget for a two-week campaign.To make Duolingo’s dollars go further, we reduced the dedicated locations to one and added in some permitted Wild Posting® that looked similar to the dedicated location copy. By adding the Wild Posting®, we maximized the campaign’s reach as well. Anytime you want to reach a maximum audience, Wild Posting® should be a part of the campaign. We also extended the campaign from two to four weeks.
Using organic social posting
We liked this campaign so much (the bright, fun creative was perfect for the brand) that we posted it on our Instagram.
Making adjustments and adding value
We originally proposed dedicated locations in the NYC area to choose from and included traditional permitted Wild Posting® to complement the dedicated locations. Even though we knew the budget was slim, we still wanted to include the complementary option because it can add a big boost to any out of home campaign.
The client came back with a few dedicated locations it really liked, but unfortunately a few were already secured by another client. The client was a little worried that all of the best locations were taken. We found the perfect dedicated location at 35th Street between 5th and 6th and included the Wild Posting® to complement the dedicated location. Since we condensed from multiple dedicated locations to one and added Wild Posting®, we extended the campaign from two to four weeks, which the client was very happy with.
As an added bonus for our gratitude for their business, we included three bonus Wild Posting® locations. The 23 NYC locations included:
1564 Southern Blvd. and E. 173rd St.
2044 Webster Ave. and E. 180th St. A facing North
251 Montrose Ave. and Bushwick Pl.
47-05 Metropolitan Ave. and Woodward Ave.
601 Union St. (Sackett St. and 3rd Ave.)
210 Rivington St. and Pitt St.
271 W. 47th St between Broadway & 8th Ave.
More than 8.6 million impressions generated
Duolingo saw huge results for the campaign. The Wild Posting® generated 7,836,000 impressions over four weeks, while the dedicated location posted 883,980 impressions. We also stayed within budget at just $35,200 for the entire campaign.
Knowing the client can boost the campaign’s success
Choosing Wild Posting® for your advertising campaign provides significant benefits, including our expertise in outdoor and guerrilla advertising for effective execution. We leverage high-traffic locations to enhance visibility and audience reach. We also focus on compliance to reduce legal risks and provide quick campaign adjustments.
“Since this campaign, we have worked with Duolingo on four additional campaigns and seen great success with each one. This client always has amazing creative for us to work with, and we enjoy collaborating with them..” Gino Sesto, founder & CEO, DASH TWO
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