Inbound marketing: Duolingo against Memrise, Babbel and Rosetta Stone

• 4apps benchmarked
• 4personas built
• 5content formats produced with AI

Context

Four language-learning apps, four business models. The brief was to understand their audiences, identify user needs, then design and produce inbound content that meets them.

What I did

• Led the team: split of the four brands, schedule, consolidation of the final deliverable and presentation.
• Website audience analysis (traffic, age, country, top pages and articles) and Instagram analysis: best engagement slot, growth spike tied to the “death of Duo” campaign.
• Socio-demographic, psychological and behavioural segmentation, then one persona per brand with their needs.
• Critical review of white papers that answer those needs: structure, sources, tone, what's missing.
• AI-assisted content production, step by step: the “Speak Fast, Learn Smart” podcast, explainer videos, shorts, a quiz app and an audiobook.

Results

• A repeatable method to go from a persona need to published content, with the right AI tool for each format.
• Prototype content presented at the final review, including the podcast interface and the quiz app.