Duolingo hacked the launch of Emily in Paris

October 08, 2024

Hello, awesome marketers and founders.

This is Luv, and here’s your Marketing Shot :)

BTW, are we connected on LinkedIn? If not, let’s connect - luv1oh1

Brands can really shine by jumping on topical trends and Duolingo did just that with its fun campaign, Calling All Emilys, tied to the release of Emily in Paris season two on Netflix.

It got the attention of Emilys and fans of the show worldwide.

But how did Duolingo turn a Netflix hit into its most successful campaign ever? Let’s find out.

In Emily in Paris, the main character struggles with French so Duolingo saw an opportunity to join in on the buzz.

They offered all Emilys a free month of their premium Duolingo Plus service to avoid the same language mishaps as Emily. 

Source: Contagious

They even included variations of the name, like Amelie, Emilie and Milly, in the promotion.

The campaign wasn’t just for new users. Existing Duolingo users named Emily got a surprise in-app message for free French lessons too.

It ran for 48 hours, perfectly timed with the global premiere of season two.

With over 2 million organic views, 7,000 Emilys signing up and engagement from the show’s star, Lily Collins, Calling All Emilys became Duolingo’s most successful campaign.

It proved that topical campaigns, when done cleverly, can generate buzz and drive engagement in ways that traditional marketing might not.

📝 Other FREE Newsletters that go well with MarketingShots:

Big Desk Energy- get startup insights, stories, and vibes sent to your inbox every Tuesday. (link)

LinkedIn Prompts- receive a daily prompt designed to enhance your personal brand and business presence on LinkedIn. (link)

That's a wrap for today! Stay tuned for more insights in the next MarketingShot. See you on Saturday :)