Like many in the global education industry, Duolingo has long identified China as a market too big to ignore. This vast market offers a diverse user base, encompassing students and working professionals with a wide range of language learning needs, both personal and career-oriented.
In line with Duolingo’s product offering, Chinese users exhibit a wide spectrum of interests and language learning requirements spanning English, Japanese, French, and even Arabic and Swahili.
To capitalize on this opportunity and grow their brand in China, Duolingo launched a focused campaign to boost its follower count on Douyin, with the goal of amplifying reach and generating more leads for its mobile app.
By combining the strengths of KOLs, Native Ads, and search ads, Duolingo was able to successfully engage users across the entire user journey, from the upper marketing funnel (awareness and consideration) to the lower funnel (conversion).
Under this integrated approach, Duolingo gained over 10,000 new followers on Douyin, while reducing its lead gen costs by 3,000% (Dec 2022 vs. Mar 2023).
Utilizing Native Ads to target highly relevant users also allowed Duolingo to increase the conversion rate for creator videos, which was 222% higher than organic creator videos during this period.