• https://en.wikipedia.org/wiki/Duolingo
• Financial Quarterly Results: https://investors.duolingo.com/financials/?mobile=1&field_nir_sec_cik_target_id=&field_nir_sec_date_filed_value=&items_per_page_toggle=0&items_per_page=10&page=5&order=field_nir_sec_description&sort=asc
• Prospectus https://investors.duolingo.com/static-files/02937f90-86b6-4aed-8a69-7029ef67a52f

Marketing Tactics Along User Journey

1. Awareness

• Social Media Engagement: Duolingo leverages platforms like TikTok, Instagram, and YouTube to reach a broad audience. Its playful and relatable content, often featuring the green owl mascot, Duo, has garnered significant attention and followers.
• Viral Marketing: The brand's humorous and sometimes edgy social media presence has led to viral moments, increasing brand visibility and attracting new users.

2. Evaluation

• Freemium Model: Offering free access to its language courses allows potential users to evaluate the platform without financial commitment. This approach lowers the barrier to entry and encourages trial.
• User Reviews and Testimonials: Positive feedback and success stories shared on app stores and social media platforms help prospective users assess the app's effectiveness.

3. Trial

• Gamified Learning Experience: Duolingo's use of gamification elements, such as points, levels, and streaks, makes the initial learning experience engaging and encourages continued use.

  Canvas Business Model

• Personalized Learning Paths: The app adapts to individual learning styles and progress, providing a tailored experience that enhances user satisfaction during the trial phase.

4. Post-Purchase

• Premium Subscription (Super Duolingo): For users seeking an enhanced experience, Duolingo offers a premium subscription with benefits like ad-free learning, offline access, and progress tracking.
• Continuous Content Updates: Regular updates and the addition of new languages and features keep the platform fresh and valuable for existing users.

5. Advocacy

• Community Engagement: Duolingo fosters a strong community through forums and events like Duocon, encouraging users to share experiences and support each other's learning journeys.
• User-Generated Content: Encouraging users to share their progress and experiences on social media amplifies word-of-mouth marketing and builds a loyal user base.