Making Connections

Overview

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This project showcases my strategic and analytical thinking in the field of marketing and advertising. I examined how influencer marketing can be used as a powerful brand strategy, focusing on Duolingo’s viral success on TikTok.

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Key Insights

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• Duolingo transformed its mascot, Duo, into a relatable influencer.

• Leveraged humor, trending content, and Gen Z culture to drive engagement.

• Built a massive following by tapping into platform-specific trends.

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Application of Skills

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This project connected course concepts with real-world marketing tactics, allowing me to:

• Critically evaluate campaign strategies.

• Analyze effectiveness using audience engagement and brand perception.

• Present findings in a clear, structured, and visually engaging way.

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Why It’s in My Portfolio

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Including this project highlights my growing expertise at the intersection of social media and brand building, as well as my ability to turn research into actionable insights.