2021
#WelcomeBack
My submission for the 2021 D&AD New Blood Awards. The brief was to create a campaign that puts Duolingo in the hands of 16-22-year-olds
Client / Duolingo
My response to this brief was to create the #WelcomeBack campaign. It would be across various social media’s (Instagram, Snapchat & TikTok) with the aim to get young adults excited for the future by using the Duolingo app. Since this brief was live during the COVID pandemic, I felt it was important to give the audience a sense of hope and excitement for the post-pandemic future.
I would achieve this by using customers’ holiday photos throughout the campaign, since native advertising is more well received within this age range. I also included commonly used phrases by holiday makers throughout the campaign, giving a taster of what the user could learn. To entice even more, I thought Duolingo could team up with Groupon. The user could earn vouchers by completing challenges and reaching milestones on the Duolingo app, which could be used for their future getaway.
