Duolingo

L'Objectif

Bringing the CEO and CMO of Duolingo (NASDAQ:DUOL) to Paris to increase the company’s exposure in France to its broad target audience.

Emphasise Duolingo’s mission to democratise education and highlight its innovative approach to learning.

Highlight Duolingo’s commitment to providing diverse educational experiences and equitable learning opportunities.

Explain Duolingo’s repositioning, i.e. the launch of a groundbreaking multi-subject app that integrates music and maths courses.

La Campagne

As advised by the agency, Ballou’s team briefed and worked closely with Duolingo’s data team to leverage powerful anonymised data on the behaviour and motivations of French learners. Building on this foundation, Ballou crafted a story to share with Duolingo’s CEO and CMO in advance of the reporters’ meeting.

Ballou orchestrated both remote and in-person interviews with prominent thought leaders from media outlets such as Les Échos, Forbes, JDN E-marketing Magazine and Konbini. These interactions covered a wide range of topics including the latest application developments, AI-related developments, financial metrics and the evolution of the company’s marketing strategy.

The strategic preparation of the CEO and senior executives set the stage for clear messaging, especially as Duolingo is a publicly traded company.

Les Résultats

Ballou successfully attracted significant media attention by arranging interviews with high-profile journalists and facilitating in-depth exchanges around the success story of this unique technology player. In addition, Ballou orchestrated exclusive meetings with Luis and Emmanuel.

To do this, the agency carefully considered each journalist’s history with Duolingo and recent articles written about the company. By understanding Duolingo’s goals and evolution, the team was able to suggest and develop tailored angles for the journalists.