Duolingo

Communication Design

About the project

Duolingo - Museum of Wonky English

For Duolingo, the world’s leading language-learning app, I conceptualized and directed a user-generated content campaign connected to an experiential activation celebrating the poetic charm of mistranslations in Japan. By transforming language-learning mistakes into a cultural conversation, we created the “Museum of Wonky English,” the first institution in the country to showcase the art and humor of mistranslation.

Developed and executed an integrated engagement strategy that encouraged visitors and a broader audience to share their own examples of “wonky” English, amplifying participation both on-site and across social channels.

Social Media Performance

Generated record-breaking Twitter engagement with 765,000 impressions (155% above the OKR target of 300,000)
Achieved a +7,588% lift compared to the Q4 average (9,952 impressions)
Increased daily Duolingo brand mentions from 550 to 987 (+79%)