Digital Marketing & Social Media

Mock Campaigns & Brand Visuals

DUOLINGO

CO-LABORATORY

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Instagram Campaign to Increase App Downloads

Campaign geared toward Instagram users in teens to mid twenties with focus on the app's gamification of language learning, low time commitment and ease.

Readable & Cohesive with Brand Identity

Design Justification:
With this campaign, I really wanted to focus on not making the colors too jarring and making sure that the font was readable and visually pleasing, just like the app. I also chose to use graphics instead of photos as their mascot is a bird and neither their app nor their social media accounts feature real life pictures.
Brand Knowledge/Research:
Brand guidelines were followed for these ads. Their specific font is copyrighted but the company also provided an alternative on the website to be used. I chose to stick with their own brand identity as much as possible to both create a visually cohesive look with the app and keep their friendly art style. They also have rules on what color to place their mascot on and what color text is best.

Awareness Stage to Conversion Point

Awareness: Each of these Instagram posts has the iconic bird in different places, capturing the interest and attention of the TikTok demographic and students, who have an overlap. The minimal text on the ads also grabs attention and communicates what Duolingo does in a short statement.
Interest/Consideration: The way Duolingo addresses people who are interested is by showing how easily accessible it is for a consumer to use, especially for people in college or school who don’t have a lot of time. For a younger person, a way to make part of their life more streamlined will drive a person who is considering the app to checkout.
Evaluation/Intent: Since this is a sponsored post, it will direct one to the Duolingo page of the app store if it is tapped on.
Conversion: The conversion point is when the audience member actually downloads the app, which is encouraged on all the posts.

Facebook Strategy

Analysis of Duolingo's Facebook presence and comprehensive social media plan for the platform.

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Co Laboratory

Digital Marketing Strategies for WeWork-esque Company

"Co Laboratory is a trendy new coworking space concept, launched by a commercial real estate company. The company converted a small subset of their dormant commercial properties in markets including Austin, San Diego, Atlanta, Boulder, Scottsdale, Las Vegas, Dallas, Philadelphia, Boston, Miami, Nashville, Detroit and Saint Louis."

Digital Marketing Strategies for WeWork-esque Company

"Co Laboratory is a trendy new coworking space concept, launched by a commercial real estate company. The company converted a small subset of their dormant commercial properties in markets including Austin, San Diego, Atlanta, Boulder, Scottsdale, Las Vegas, Dallas, Philadelphia, Boston, Miami, Nashville, Detroit and Saint Louis."

Goal & Funnel Stage

Goal: Earn 3,500 clicks from social media platforms to the Co Laboratory website, from the target segment during the month of November.

Funnel Stage: Consideration/Interest stage, someone in the target audience goes to the website.

Digital Marketing Strategies for WeWork-esque Company

"Co Laboratory is a trendy new coworking space concept, launched by a commercial real estate company. The company converted a small subset of their dormant commercial properties in markets including Austin, San Diego, Atlanta, Boulder, Scottsdale, Las Vegas, Dallas, Philadelphia, Boston, Miami, Nashville, Detroit and Saint Louis."

Campaign Approach

The creative choices for this cross-platform campaign will focus more on advertising to entrepreneurs and small business owners, and will be strategic to make sure that paid and organic content will work together across various platforms. Sponsored advertising, especially
on the internet and social media, will guarantee more people see the carefully chosen photo content. While organic content on social media and the co-working space's website will offer a deeper dive into the stories behind the photos, targeted advertising will reach potential users and promote a sense of community and connection.

Digital Marketing Strategies for WeWork-esque Company

"Co Laboratory is a trendy new coworking space concept, launched by a commercial real estate company. The company converted a small subset of their dormant commercial properties in markets including Austin, San Diego, Atlanta, Boulder, Scottsdale, Las Vegas, Dallas, Philadelphia, Boston, Miami, Nashville, Detroit and Saint Louis."

Campaign Research

WeWork, Drop Desk and other co-working spaces are the most beneficial places to draw campaign inspiration from. First off, networking and cooperation are encouraged by the focus on community. In order to take advantage of this, my campaign will place a strong emphasis on fostering a lively community inside the co working space and encouraging users to interact on projects and exchange experiences. Second, one of the main draws of coworking spaces is flexibility. Acknowledging this, my campaign will highlight CoLab's adaptability by offering customizable plans and flexible work environments to freelancers, startups, and established businesses. In addition, amenities and a work-life balance are valued by the modern workforce. Successful co-working spaces, according to research, provide a variety of amenities in addition to desks, such as cafes, gyms, and event spaces. My campaign will highlight these resources and stress the all-encompassing work environment we offer.

Digital Marketing Strategies for WeWork-esque Company

"Co Laboratory is a trendy new coworking space concept, launched by a commercial real estate company. The company converted a small subset of their dormant commercial properties in markets including Austin, San Diego, Atlanta, Boulder, Scottsdale, Las Vegas, Dallas, Philadelphia, Boston, Miami, Nashville, Detroit and Saint Louis."

Differentiating why CoLab is better than other co-working spaces is crucial for the campaign, and is what made companies like Drop Desk thrive. Having a beautiful workspace is not enough, a successful campaign has to show specifically why CoLab provides something unique and useful. Personalized experiences are what members and potential users want, whether it's a lively community, networking opportunities, or learning materials for expanding businesses.

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Instagram

Paid & Organic

Instagram paid ads will feature glamor shots and emphasize the aesthetics of the space, while the organic Instagram content will focus more on showcasing the cool features and people in the space.