Case Study: Duolingo boosts installs and engagement with TikTok for Business

Attracting new users to the world's most popular language learning app by teaching the meaning of TikTok hashtags

Duolingo partnered with TikTok for Business and its agency JotaCOM to increase app installs and brand awareness in Brazil. The challenge was to drive new users to Duolingo’s language-learning app with fun, effective messaging that would stand out to a large, qualified audience during the back-to-school season.

TikTok for Business supported an app install campaign built around TikTok-native creative, including characters teaching the meaning of trending hashtags like #fy, #trend, #stitch, and #cringe, along with strong exposure through One Day Max and In-Feed Ads. The campaign exceeded benchmarks with a 39% above-benchmark CTR, more than 90 million video views, over 38 million unique users reached, and follower growth of more than 1,400%, while also meeting KPIs for installs, registrations, new users, and retention.

Duolingo

Ausra Sliesoraitis

JotaCom Strategy and Digital Planning Head