*THE ONE CLUB'S YOUNG ONES 2024 ENTRY*
TLDR;
The Ask: Get Gen Z and Millennials to sign up to learn with Duolingo by creating a buzz worthy idea that
taps into a fandom and helps them get more out of what they love.
The Strategy: Let's bring Duo into the world of cosplay.
The Solution: A multi-pronged digital and experiential campaign titled 'Sailor Duo,' that integrates Duo
(the Duo owl) into the world of cosplay.
We were asked...
We were asked to get Gen Z and Millennials to sign up to learn with Duolingo by creating a buzz worthy idea that taps into a fandom and helps them get more out of what they love. We researched, and pondered, what fandom is the most dedicated? Who goes through the greatest lengths to better participate in their fandom?
Cosplayers!
Anime cosplayers are insanely dedicated and creative. We looked at how cosplayers are experiencing and showing up in Japanese culture, and places that cosplayers are already showing up and participating in Japanese culture, and from this came up with a multi-pronged integrated campaign that we call 'Sailor Duo.'
Introducing 'Sailor Duo'
'Sailor Duo' is a three-pronged campaign that transverses digital and experiential. The three major parts of this campaign are:
1. Duo takes Picrew
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.
Team: Taylor Sarlo (CBM), Max Warren (CBM), Alexandra Abbott (XD)
My Role: Account Manager, Strategist, Video Producer and Editor