How Nativex helped Duolingo English Test break into the Chinese market and enhance its brand exposure on Xiaohongshu
To expand its presence in the Chinese market and drive conversion for its online service, Duolingo English Test, Duolingo partnered with Nativex to optimize its Xiaohongshu influencer campaigns. Capitalizing on the unique attributes of Xiaohongshu, Nativex effectively enhances the brand exposure and awareness of Duolingo English Test through strategic influencer engagement, targeted feed advertising, and optimized search ads. This concerted effort ultimately drives significant conversions, bolstering the platform's success in the Chinese market.
About Duolingo English Test
Leveraging the capabilities of AI, Duolingo English Test is a cost-effective and efficient English proficiency test that has garnered trust from renowned universities and a vast student community globally.
Goals & Challenges
Although Duolingo app has gained significant recognition in the Chinese market, its online English test is not as familiar to Chinese students. In light of this, Duolingo established several goals for its partnership with Nativex:
Promote brand awareness and build brand reputation
Drive traffic and boost conversion
Marketing Strategy
To reach our shared goal, Nativex settled on a three-pronged approach:
01 Leverage KOC/KOLs to Create Captivating Content
- Influencer Selection: Engaged top-tier influencers, including key opinion leaders (KOLs) and key opinion consumers (KOCs), across various categories such as entertainment, education, and career mentorship.
- Content Creation: Seamlessly incorporated Duolingo English Test into popular Xiaohongshu topics like studying abroad, education, and lifestyle, highlighting its value and encouraging users to explore.
02 Expand Exposure with Feed Advertising
Implemented customized keyword strategies for in-feed advertising. In addition to common keywords like the brand name, global school list, and study abroad-related topics, Nativex helped Duolingo explore more long-tail keywords. These keywords exhibit substantial natural search volumes with relatively low competition, aligning with the target users.
03 Increase Conversions Through Search Ads
Nativex assisted Duolingo to identify precise keyword combinations and set different goals based on the popularity of various keyword categories to achieve better brand-sponsored display effects.
Campaign Results
Nativex’s collaboration between Duolingo English Test and Xiaohongshu achieved an exposure in the tens of millions accompanied by a remarkable increase in interactivity.
Further, the significant growth in monthly searches led to real improvements in conversion rates for registrations. These outcomes successfully reached our integrated branding and sales goals.
Sharing from DET China Team: We are highly satisfied with the marketing achievements of Xiaohongshu through Nativex. They enabled us to effectively reach our target audience through influencer marketing and performance advertising, fostering a positive reputation for Duolingo English Test among our audiences, resulting in rapid user growth.
As Xiaohongshu’s official cross-border marketing agency, Nativex enables brands and developers worldwide to achieve significant user growth on the platform.
Leveraging our extensive knowledge in media strategy planning, influencer marketing, creative production, ad campaign management, and social media operations optimization, Nativex empowers global brands and developers to make the most of the abundant opportunities offered by Xiaohongshu.
Contact the Nativex team today to start your campaign on Xiaohongshu platform.