Ask:
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Tap into a fandom of Gen Z and millennials that need Duolingo and show them why.
Methodology:
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We conducted 1:1 interviews with Gen Z and millennials in different fandoms to better understand who might need Duolingo. We also did social listening and secondary research to identify pain points for various fandoms.
Findings:
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We found that foreign language films and shows are becoming increasingly popular. 76% of Gen Z and millennials from the US and the UK say they watch foreign films and television shows. In 2020, Parasite was the first foreign language film to win Best Picture at the Oscars, and in 2021, Squid Games became the most viewed Netflix show of all time.
Target:
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Cinephiles who pride themselves on being film aficionados.
Problem:
Cinephiles are not getting the full story when viewing foreign films with subtitles because subtitles can be incorrect and distracting.
“I find myself paying more attention to the bottom of the screen in anticipation because I know the subtitles are coming, therefore I miss what's going on in the scene. I really enjoy studying a character's face when they're talking and I don't get to do that as often during a foreign film.” – Reddit User
Insight:
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One missed moment makes cinephiles feel out of the loop.
Opportunity:
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Show cinephiles that learning the language results in a higher level of appreciation for foreign films.
Strategy: ​
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Learning a language unlocks peak cinema.
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Campaign: Drop the subtitles
Case study video
The Ads - ads will focus on the problems that occur when people rely on subtitles
OOH ads will be placed where cinephiles are, movie theaters, so they can sit back and take in the messages.
Pre-roll ads will also be placed on YouTube before foreign film content as well as in movie theaters as
cinema advertising.
Duolingo x Kanopy - Duolingo users can gain a free Kanopy streaming subscription when using the app. In Kanopy, they will have the opportunity to watch foreign films with Duotitles that limit the subtitles. The catch is users have to keep their Duolingo streak to keep the Kanopy subscription.
Alamo Drafthouse Cinema - For those who complete their courses they gain access to foreign movie Quoute-Alongs at Alamo Drafthouse Cinema with special Duolingo merchandise.
My Role:
1:1 Interviews
Creative Brief Writing
Desk Research
Social Listening
Subculture Research