Duolingo’s marketing efforts span a massive amount of markets and initiatives. Working with the core marketing team, my team and I developed a roadmap for creative testing initiatives that would offer a universal approach across these markets. 

We brainstormed the kind of tests that would be beneficial for acquisition campaigns in any language. We designed these tests to understand the right kind of messaging as well as creative elements in video and static that would drive the best results. 

Our efforts spanned the full scope of the marketing funnel. We designed these tests for the entire marketing program, from major brand campaigns down to App Store screenshots. With our learned creative insights, we tapped content creators and helped brief in the creative studios that built the Duolingo content we all know and love.