MP 1: Brick and Mortar vs. Online Store

 

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PP 1 : Demographics

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  Duolingo   has developed one of the most unconventional yet effective media strategies in the education technology industry. Founded as a language-learning app designed to make education accessible and affordable, Duolingo primarily targets Gen Z students , college-aged users, and young professionals. Unlike traditional educational brands that emphasize credibility, structure, and academic authority in their advertising, Duolingo has built its public image through humor, meme culture, and social media virality. While its chaotic online personality may initially seem unprofessional for an educational platform, the strategy is highly practical and carefully aligned with its target demographic. (TIKTOK) A major component of Duolingo’s media strategy is its meme-driven and self-aware branding. On platforms such as TikTok , Instagram , and X , the company frequently posts absurd skits, trending audio clips, and self-deprecating jokes featuring its green owl mascot. Rather than fo...
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PP 2 : Image Enhancement

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The advertising campaign for   Old Spice   titled   “The Man Your Man Could Smell Like”   became one of the most recognizable examples of a successful image-enhancement campaign in modern advertising. Launched in 2010 by the agency   Wieden+Kennedy , the campaign aimed to reposition Old Spice from a dated brand associated with older men to one that appealed to younger consumers. Featuring actor   Isaiah Mustafa , the humorous commercials used fast-paced transitions, absurd scenarios, and confident messaging to capture viewers’ attention. The ads first appeared on television but quickly spread across digital platforms, including   YouTube   and   Twitter , creating widespread positive publicity and significantly increasing brand awareness. (Link in Image) The campaign relied on a variety of promotional tools and targeted media strategies. One of the most notable tactics was the use of short, entertaining video advertisements that were highl...
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PP 3: Branding

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