CHALLENGE:

Ever since duolingo found itself a place in meme culture, it’s taken every step possible to keep that niche as a core part of their brand identity. Find duo another fandom to tap into, encouraging them to start integrating language learning into what they love and eventually their daily routine.

INSIGHT:

Rupaul’s Drag Race has single handedly brought drag to the mainstream.

Fans of the show are all over the world, and different franchises have popped up globally such as Drag Race Mexico, Canada’s Drag Race, and Drag Race UK … the list goes on!

SOLUTION:

Duo is bringing fans together through their love of drag, while also pushing them to do their daily lessons and slay the duolingo leaderboards. Drag is an art form that transcends language — Duo is tapping to this cross cultural community and giving them the opportunity to watch all Drag Race franchises and improve their language learning skills too.