The Ask
How can we use a buzz worthy idea that taps into a fandom to get Gen Z and Millennials to sign up to learn with Duolingo?​
The Problem
We researched, and pondered, what fandom is the most dedicated? Who goes through the greatest lengths to better participate
in their fandom?
The Insight
Cosplayers do!
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Anime cosplayers are insanely dedicated and creative. They fly across the country, sometimes even internationally, to show up for events and conventions.
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Cosplayers are already showing up and participating in Japanese media and culture, and their dedication runs deep.
The Strategy
Let's bring Duo into the world of cosplay!
The Campaign
Introducing: Sailor Duo!
'Sailor Duo' is a three-pronged campaign that transverses digital and experiential. The three major parts of this campaign are:
Duo's First Cosplay
We're bringing Duo to the world of cosplay by making him
an avatar on Picrew, Japanese avatar making website,
allowing users to customize
their own Duo.
Skip The Dubs
We'll use paid ads on Hulu and Crunchyroll to convince fans who are already watching anime to skip the dubs, and learn Japanese.
Cosplay Contest
We will host a social media competition for Duolingo superfans to cosplay as Duo. The best Duo cosplay wins a trip to New York Comic Con to twin with Duo himself!