A d(u)o over for a botched tattoo? Find out how this language learning app generated hype for its brand!
It’s because this marketing strategy embodies unparalleled creativity and unconventionality. Guerrilla marketing campaigns provide opportunities for industry professionals to impress the public, foster interaction, and evoke genuine, organic reactions. Today, let’s explore another remarkable application of this unconventional strategy. Continue reading to know how this brand set generated buzz in a humorous and witty way!
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A d(u)o over for a botched tattoo? Find out how this language learning app generated hype for its brand! In an era where information is easily accessible, learning a new language has become easier for many people. All they have to do is open their phones and look for applications that would help them do this. In this regard, Duolingo stands out as a leader in language learning applications because of how easy it is to use. Users simply need to download the app, create an account, and choose a language they want to learn. Once all of those steps have been taken, users will be able to learn a new language at their own pace as Duolingo provides various exercises. With over 31 million daily active users, Duolingo is the go-to app for anyone who wants to learn how to write and speak in another language. Despite its dominant market position, Duolingo pulled off a campaign in 2023 that further generated attention and hype for its brand. What did the brand do? A guerrilla marketing stunt that was both hilarious and witty… A Tattoo D(u)o Over In 2023, Duolingo collaborated with ad agency BETC Paris to come up with a campaign that would generate hype and entertain audiences. Instead of doing a run-of-the-mill initiative, Duolingo and BETC Paris came up with a guerrilla marketing campaign that was in line with the language learning app’s core features and branding.
This initiative involved inviting anyone with a foreign language tattoo to send it via email or post a photo of it on social media with the hashtag “#TattooDuoOver.” Afterwards, submissions that had translation mistakes in their tattoos were invited to Paris to receive a cover-up tattoo with the phrase they really wanted. The concept of the campaign was a great fit for Duolingo’s brand identity… but was it a success? Yes! The campaign generated 500 million media impressions and led to a 167% increase in followers for Duolingo. It also became one of the most talked about initiatives on social media! Aside from these results, Duolingo and BETC Paris won the following accolades:
Clearly, Duolingo and BETC Paris deserve a BIG round of applause for the campaign’s impressive results! — The success of Duolingo’s guerrilla marketing campaign shows the importance of thinking outside the box when generating buzz for a brand. Another factor to consider was how the campaign was conceptualized to begin with. The reasoning for the campaign was simple: Mistranslations occur frequently, so what if someone got a tattoo of a phrase that had been mistranslated into another language? Being a language learning app, Duolingo was in the best position to take advantage of the virality behind mistranslated foreign languages tattoos. By recognizing this, the app came up with a campaign that captured both the attention and adoration of its target audience. The next time you come up with your own guerrilla marketing campaign, scour social media and look for a trend that your brand can put a unique spin on. You never know—that might be just what you need to create a groundbreaking campaign for your brand! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Do you want to know how one Turkish platform created and used a larger-than-life petition to call for protection against femicide? See it in next week’s article! |
