What Does Your Foreign Language Tattoo Really Mean? Duolingo is Here To Help. #TattooDuoOver
It might seem cool to have a foreign language tattoo. However, are you sure it means what you wanted to mean? Duolingo launched a creative and engaging campaign, “The Tattoo Duo Over,” a few days ago, which caught my attention.
If you haven’t heard about Duolingo, check out my previous blog to learn about the brand and how it increased 2.9 million followers on Tiktok within five months. I love to see creative campaigns from brands. It is a clever marketing campaign in that Duolingo uses social media hashtag features to engage with its audience on Twitter, and let’s talk about it.
Duolingo Brand
Duolingo is one of the top global language learning apps in the market. The company is also known for its quirkiness brand image, and its messaging of making learning language easy and fun. Duo, the owl, is the brand mascot full of personalities that humanized the brand and got the company millions of followers on social media.
Creative Campaign Message
I love the campaign spreading the message that encourages people to learn the language to avoid getting mistranslated awkward permanent tattoos. The campaign tells the story from a very creative angle, yet, it resonates with the mass audience. We’ve probably laughed at some mistranslated tattoo that goes viral online sometime. A while ago, Ariana Grande had a new tattoo in Japanese “七輪” honored her famous song “7 Rings.” However, fans point out that the tattoo actually means “Japanese style barbecue grill.” Later, Ariana had to add the Japanese character to fix the tattoo. Watching people’s wrong tattoos is definitely an entertainment on social media, but no one wants to be that fool. In Duolingo’s campaign, the brand asks people to take photos of their unsure foreign language tattoo and use the hashtag #TattooDuoOver to get detailed authentic translate and the chance to fix it by the famous local tattoo artist in Paris.
The campaign is as quirky as Duolingo’s brand image. After all the laughs, Duolingo encourages people to learn the language by giving the participants a month of the free trial of Duolingo’s app. We make mistakes all the time; the campaign aims to help people correct theirs by learning the language.
Use Power Of Social Media
It is not enough to only have a compelling story in a successful marketing campaign; making it engaging with the audience is also essential. Duolingo’s campaign is also a great example of using social media hashtag features to engage with the audience. #TattooDuoOver is the official campaign hashtag; this allows people to share their tattoos and get experts to translate by Duolingo. On the other hand, the poorly translated tattoo from this hashtag will also entertain others on Twitter. Education and entertaining content are two top-performing content on social media; Duolingo’s new campaign is both. It is a great way to generate brand awareness by creating social media campaigns like Duolingo’s.
My takeaways from Duolingo’s creative social campaign are using a compelling story and social media tools like hashtags. Educate while entertaining the audience. Marketers, do you agree?
