Duolingo, the leading language learning app globally, didn't include Finnish. With its recent addition, the company aimed to introduce it in Finland and promote the unique aspects of the Finnish language worldwide. They wanted as much publicity and reach as possible with at least 10K downloads.

I came up with a campaign "The world's happiest word challenge". This was based upon Finland being officially the world's happiest country. The challenge involved getting Finns and foreigners to share their happiest Finnish words on Very Finnish Problems social channels, and then voting on the most popular, until we had a winner.

The campaign was a massive success and reached over 5 million people organically, with both VFP content and user generated content. Celebrities also got involved, and the campaign generated PR in local and international media. A thousand Finns submitted words, with a shortlist of the 20 most-mentioned words, voted on by over 69 thousand Finns voted to choose the happiest. Most importantly, Duolingo was downloaded by over 50 thousand people!