Work / Duolingo Campaign

Duolingo has over 500 million users, but only 40 million monthly active users, so how can they get learners to do their daily language lesson?

If you’ve ever downloaded the Duolingo app, you’re probably aware of the sheer amount of passive-aggressive notifications they send. And while these notifications are completely controllable and have evolved over time, internet users across the world have taken it upon themselves to make these notifications into memes.

Banking on their notoriety for sending out suggestive notifications, this campaign aims to push out print, social and TV ads that would “scare” users into reminding them to do their daily lesson.


The images above are storyboards for hypothetical 15 second TV ads.

© Charity Chong 2022