The primary objective of the Duolingo brief was to motivate people to rebuild their daily language learning habit, possibly by tapping into a cultural moment or creating a buzz-worthy collaboration. Through a study of behavioural psychology, mapping users' routines and interests and analysing their existing habits, we created a solution that would encourage them to build the language learning habit in an organic way.
Thus, we connected language learning with users' already established habit of physical fitness, with scientific data that supported their mutually beneficial relationship. In this way the #justduoit challenge was born, an unexpected collaboration with pop-culture phenomenon Nike, a brand that is not only trendy but shares several brand values & goals with Duolingo.
