"Math Wars: Old School vs. New School" is a marketing campaign I developed for Duolingo Math, a newer extension of the popular language learning app. My campaign addresses the significant decline in math proficiency and the increase of device usage since the pandemic by transforming how families can engage with friendly math competitions on Duolingo Math. Through extensive research, I identified that 64% of parents feel stressed helping their children with math homework, creating an opportunity for Duolingo Math to serve as a solution that bridges generational gaps in teaching methods.

My integrated marketing strategy targets millennial parents through multiple touchpoints including collegiate athlete partnerships, interactive social media content leveraging Duolingo's 17 million TikTok followers, and experiential marketing at venues like children's museums and Comic Con. I created a family competition framework complete with leaderboards and interactive challenges that reposition math education as a fun, shared activity rather than a source of tension. By developing content for my three target personas—"Anxious Mathematicians," "Old School Solvers," and "Online Overseers"—my campaign delivers the core message that Duolingo Math offers a stress-free way for parents to actively participate in their children's education while improving their own skills. This comprehensive approach aims to drive awareness and adoption of the app while fostering positive family learning experiences that benefit both parents and children.

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