The Duolingo English Test (DET) has launched the “Why I Took the DET” campaign, featuring films produced by Supari Studios. This initiative highlights how the DET is a transformative tool for study abroad goals, offering a convenient, affordable, and rapid path to English proficiency. The campaign includes testimonials from six students who share their positive experiences with the DET.
In India, a major source of international students, the DET sees considerable potential. In 2023, Indian students applied to programs in over 83 countries, reflecting a 9% increase from the previous year. This growth signifies a high demand for accessible and reliable English testing. Andhra Pradesh and Telangana are key regions for DET test-takers. To capture this opportunity, Digitas India has developed a comprehensive OOH and print campaign to engage students, including those in smaller cities and towns.
Addressing the high demand for international study and the numerous options available for English proficiency testing, the films share authentic stories from test-takers from across regions – Murrad, Pragya, Rahul, Rushil, Naveen, and Rushikesh, all with different aspirations, spotlighting why the DET was their preferred choice while applying for prestigious universities worldwide, especially in the US. Available online, and on-demand, the DET delivers results in just two days and costs approx Rs. 5000. The aim is to open doors for Indian students, including those in remote areas, empowering them to pursue higher education at renowned universities and unlocking a world of opportunities.
Medianews4u.com caught up with Tara Kapur, India Marketing Head, Duolingo English Test
Q. From a marketing perspective, what are going to be the focus areas for the Duolingo English Test in 2024?
At DET, we are continuously evolving to meet the needs of our diverse and growing community of test-takers and educational institutions. Given that we are a digital test, our strategy is primarily digital-first and is targeted specifically towards the study abroad audience in the Indian market, which is the primary market for the DET. The Indian overseas education market is projected to hit $100 billion by 2025, as more than 2 million Indian students intend to pursue higher education overseas. This burgeoning interest in international education presents a tremendous opportunity for us to highlight the strategic importance of the region. Looking ahead to 2024, we have identified several key focus areas for the DET that align with our mission to provide accessible, reliable, and innovative English proficiency testing.
First, we are focussed on expanding our reach across India and deepening our regional engagement. We aim to create marketing campaigns that resonate with different regions, languages, and cultural contexts within the country. By collaborating with local stakeholders and influencers, we aim to make the DET more familiar and trusted among Indian students looking to study abroad. Our recent campaign ‘Why I Took DET‘ is a great example that showcased testimonials from six students, resonating well in regions such as Andhra Pradesh and Telangana, where we see large volumes of students seeking education in the US. In response to this demand, we deployed an extensive Out-of-Home (OOH) and print advertising campaign tailored to engage students in these regions. This is also followed by an on-ground Study Abroad event in Hyderabad on 4th August 2024.
Second, we are focussing on building trust and sharing authentic success stories to reinforce the credibility of the Duolingo English Test. We understand that students rely heavily on the experiences of their peers and seniors who have successfully navigated the study abroad journey. To leverage this, we’re actively collecting and showcasing testimonials from Indian students who have used the DET to achieve their academic goals abroad. These real-life success stories not only inspire potential test-takers but also provide valuable insights into the test-taking process and its benefits.
We also recognise the critical role of B2B marketing in reaching our target audience. We’re strengthening our relationships with key stakeholders who students trust. This includes developing a network of education counselors, study-abroad agents, and other brands focused on international education such as Collegedunia, Shiksha etc.
Another primary focus is enhancing our brand credibility and resonance among digital natives. Understanding the pulse of the younger study abroad audience is crucial for us. To capture their interest, we also invest in influencer partnerships, meme marketing, and movie collaborations. Influencers play a significant role in shaping opinions and trends among Gen Z and Millennials. We partnered with popular Gen Z influencers such as Dharna Durga, Arun Singh, and Pulkit Kochar for a campaign where we partnered with the film Dunki to create a co-branded video asset featuring Taapsee Pannu, recommending the DET as a smarter alternative as compared to traditional proficiency tests, to reach one’s dream university. The campaign advocated DET as an affordable, reliable, accurate and convenient English proficiency test that is widely accepted across the world, in a light and entertaining manner.
Q. Studying abroad for students has also resulted in challenges when it comes to finding a job, especially in the US. In light of this, how important is it to highlight the positive aspects of studying abroad for the Duolingo English Test in its campaigns?
We recognise that while the pursuit of international education can come with its own set of hurdles, it is also filled with unparalleled opportunities for personal and professional growth. Our campaigns aim to underscore these benefits to reassure and motivate potential test-takers.
At Duolingo English Test, we believe in empowering students to make informed decisions about their educational journey, whether that leads them abroad or not. Our role is to be an enabler, not a barrier, in that decision-making process. In our recent ‘Why I took the DET’ campaign, we’ve spotlighted the story of Rahul, who completed his bachelors in Artificial Intelligence and Machine Learning, but decided to study abroad because the job market in India wasn’t the best. He decided to change his plans and study abroad but was already late for the Fall 24 applications. The flexibility of the Duolingo English Test allowed him to meet application deadlines delivering results in less than 2 days, which would have been impossible with traditional English proficiency tests.
This adaptability enabled a student like Rahul to seize an opportunity for further education potentially enhancing his long-term career prospects. For such last-minute decisions or tight deadlines, we offer a solution that doesn’t restrict student choices or timelines. Ultimately, Duolingo’s core mission is to make education more accessible. While we can’t control macroeconomic factors or job markets, we can ensure that language testing isn’t an obstacle in a process that’s already stressful and time consuming for students.
Q. Why I Took The DET Campaign will also have a hosting a Study Abroad Event in Hyderabad on 4 August 2024. What role does on-ground marketing play in the media mix?
On-ground marketing plays a pivotal role in the media mix for any brand because it allows for direct, face-to-face engagement, creating opportunities for meaningful conversations and deeper connections that digital channels can’t match. These events, especially the Hyderabad Study Abroad Event, provide a platform for attendees to experience the DET brand firsthand, making their interaction more memorable and impactful. It aims to bridge the gap between aspiring students and their dream universities by connecting them with experts who provide valuable insights into the application process. Top study abroad creators, counsellors, and real-life success stories such as Srikanth Bolla, and Adivi Sesh, among others, are invited to speak on panels and give workshops to aspirants. It’s a great way for us to connect with students on a personal level, answer their questions directly, and showcase real success stories.
This will build trust and establish the DET as a genuine partner in their study abroad journey. Positive experiences at these events lead to attendees sharing their stories with others, amplifying our reach through word-of-mouth marketing. The event will also act as a springboard for our digital campaigns. It will be a rich source of content for future marketing efforts, providing material for photos, videos, and testimonials, to create social media buzz and online discussions.
Q. Does each of the six students in the campaign become an influencer of sorts? Will they be used going forward in innovative ways to spread the message?
As a brand, we are committed to fostering long-term relationships with our student community. The six students featured in our “Why I Took The DET” campaign are student ambassadors for us in some ways, but we won’t be restricting ourselves to just these 6. Through social media advocacy, content creation, and participation in future initiatives, we are confident that these talented students will continue to inspire others. We look forward to collaborating with them in ways that align with their aspirations. We have millions of students take the DET to reach their dream universities, and we plan to continue to share their real-life experiences to build our brand in the market.
Q. How does the Duolingo English Test factor in India’s cultural nuances when it conceives marketing campaigns and activities?
At the Duolingo English Test, we know that every culture is unique, and India is no exception. When it comes to marketing in India, we ditch the one-size-fits-all approach, as India’s linguistic and cultural diversity requires a nuanced approach. This involves understanding regional languages, cultural references, and educational priorities to create relatable and impactful campaigns. So we avoid generic marketing speak and focus on creating content that feels relatable to Indian students. We understand their aspirations and those of their families.
Our Global Counselor Network for agents and counselors is a crucial aspect of our B2B marketing strategy. In India, agents and counselors play a significant role in guiding students and their families through the complex process of choosing the right educational path. This level of decision-making assistance is deeply ingrained in Indian culture, where the influence of trusted advisors is highly valued. We recognise the unique position these agents and counselors hold, acting as intermediaries who provide personalised advice and support. Therefore, we prioritise building strong relationships with these key partners to ensure they are well-informed about the benefits of the Duolingo English Test. By equipping them with comprehensive information and resources, we aim to position the DET as the test of choice for English proficiency.
Q. The Duolingo English Test looks at all mediums at the outset when crafting campaigns. Is it easier to maintain consistency in messaging across platforms as a result?
We take a “big picture” approach from the start of conceptualising all campaigns. This means considering all potential mediums, from social media to educational websites and even on-ground events, right from the beginning. By having a core message at the heart of the campaign, we can tailor it for different platforms without losing its essence. All our messaging, whether on Instagram, in the media or even OOH advertising, reinforces the same core idea about the Duolingo English Test. This keeps things consistent and ensures students get the same message no matter how they interact with us. It also allows us to develop a consistent brand voice. The core message remains strong, while the creative execution can be adjusted for the specific platform.
Q. What role are AI and data analytics playing in helping the Duolingo English Test impact the testing industry and also on the marketing front?
The DET offers a modern approach to language assessment, utilising Artificial Intelligence to provide a fast, high-quality, and secure language assessment to anyone, anywhere, at any time over the Internet.
Here’s how the DET leverages AI to keep the test-taker in mind:
- Adaptive Testing for Accurate Assessment: The DET uses AI-powered computer adaptive testing (CAT) to tailor the exam to a test-takers skill level in real-time. This approach ensures that the test is both easy and easy, providing a more accurate assessment of your English abilities, and making it shorter yet thorough.
- Unique and Secure Test Questions: The DET’s item bank contains over 10,000 test questions, ensuring each test taker receives a unique set of questions. This makes it extremely difficult to leak test content or predict the questions in advance. Someone would have to take the test more than 1,000 times to see a question repeated.
- Real-World Language Skills Assessment: In 2023, the DET introduced an interactive test item using GPT-4 technology. Test takers engage in multi-turn conversations with animated characters, simulating real-life scenarios such as following up with a professor or asking a friend to review a paper. This innovative approach measures multiple language skills simultaneously, reflecting how language is used in real life.
- Comprehensive Proctoring for Test Integrity: The DET combines human expertise with AI for thorough exam supervision. AI assists human proctors in examining over 75 different behaviours to detect any suspicious activity, ensuring the test’s integrity.
- Advanced AI and Data Forensics: Millions of data points are collected daily to train security algorithms that detect rule-breaking and identify suspicious behaviour patterns. This AI-driven approach helps maintain a secure testing environment and uphold the exam’s credibility.
Q. What strategies does Duolingo English Test follow when it comes to effectively using social media platforms like Instagram?
I think that all social media platforms are great for advertising- each platform has a slightly different purpose and audience, but the best part of it is it allows you to have direct dialogues with your consumers, that’s what keeps it dynamic and interesting. Even on the performance marketing front, the ability to target different audience segments and speak to them differently is one of the best markets of social media marketing. The diversity of content that can be created across social media platforms is also interesting, you can move from extremely high-quality content to mobile video or reactive creatives and it gives you a strong pulse of what your audience is interested in.
For Instagram particularly, our approach is focussed on creating visual content that goes beyond basics. We focus on short video content, and also leverage topical days like World English Day to make our posts stand out. We closely monitor the latest social media trends and try to incorporate them into our content strategy. This includes participating using popular hashtags, and engaging with current cultural phenomena.
We also leverage our test-taker success stories, interactive quizzes that challenge our audience and encourage them to test their English skills while learning about the language’s significance. All this content is Instagram-native, meaning we go beyond traditional formats to embrace the full potential of the platform.
Q. Does word of mouth play an important role?
In today’s digital age, where student communities are highly connected online, positive experiences shared by test-takers can be incredibly powerful. Recommendations from friends, peers, or even past students carry significant weight. When someone shares their positive experience with the DET, it creates trust and credibility.
This authenticity resonates deeply with potential test-takers who are likely navigating a sea of options. We actively encourage students who have aced their studies abroad using the DET to share their stories. We leverage these testimonials on social media and in online press, showcasing the real-world impact of the Duolingo English Test.
