Challenge
Duolingo had just added Finnish. They wanted to launch it in Finland and show the world what makes the Finnish language special. The brief was as much publicity and reach as possible and at least 10,000 downloads.
Solution
I came up with The World's Happiest Word Challenge, built on Finland being officially the world's happiest country. Finns and foreigners shared their happiest Finnish words on the Very Finnish Problems channels. Everyone then voted until there was a winner.
Outcome
The campaign reached over 5 million people organically through my content and the content people made themselves. Celebrities joined in and the campaign was covered by Finnish and international media. A thousand Finns submitted words and over 69,000 voted on a shortlist of the 20 most mentioned. Most importantly, over 50,000 people downloaded Duolingo.
Joel's "The world's happiest word" campaign concept to launch Duolingo in Finland was brilliant. We aimed for 10k downloads and got over 50K! The execution with VFP worked amazingly and the engagement was way way more than we ever expected. Great work!
