Duolingo has one of the most loved brands in the world – and the merch store is a natural extension of that love. Fans already wanted Duo on their desks, hoodies and coffee mugs, but the marketing setup around the store hadn’t fully caught up.
The task: Move from a single-channel setup to a multi-channel performance ecosystem that could both capture existing demand and create new demand. We also wanted to understand how Duolingo’s audience prefers to shop: do they respond better to classic performance ads with strong calls to action, or to product-led formats that feel more native and more in tune with the brand’s playful personality?
Results:
+50x scaled sales revenue, +2 new channels unlocked, 131% ROAS.
Photography: Todd Schmiedlin, Creative Direction: Brad Johnson, Art Direction + Graphic Design: Bex Feldman
