As the world’s #1 language learning app, Duolingo knows content about popular entertainment drives interest in language learning and vice versa. From K-pop music to television shows like Squid Game, our data shows a direct correlation between user growth and what’s trending on social media.

With the rising popularity of reality dating shows in 2023, Duolingo saw an opportunity to join the conversation on social media and generate brand awareness while also driving fans to Peacock’s original programming collection.

How could we tap into the latest reality TV craze and encourage fans to start learning languages on Duolingo? By launching a first-of-its-kind partnership to promote a fake show that felt so real, fans on social media would talk about it like their favorite TV series.

For April Fools’ Day, Duolingo partnered with Peacock to promote a fake reality TV dating show for social media called “Love Language” where singles share a house in paradise in hopes of finding true love. The catch? None of them speak the same language.

Featuring reality influencers like Francesca Farago and Deb Chubb, the fake show leaned into cringeworthy tropes from the genre and forced contestants to learn a new tongue in more ways than one. Couples had to speak each other’s love language for a chance to win the grand prize.

The trailer launched on social media and in the Peacock TV app alongside real shows and movies on millions of screens across the country. Then, we kept the joke going with a “Meet the Cast” video and more social content. We let everyone in on the prank through a Peacock landing page with a ridiculous FAQ section.

Last year we found 28% of new users in the US decided to learn a language on Duolingo to “connect with people” and strengthen relationships. Based on that data and the fact that millennials were obsessed with reality dating shows like “Love Island” in 2023, we knew a romance-themed reality concept would resonate with our audience on social media.

Our strategy was to “commit to the bit” and tell a story that felt so real, fans on social media would talk about it like their favorite TV series. By choosing known reality influencers and sharing the content on Instagram, TikTok, Twitter, and YouTube, we made sure the prank reached fans where they already loved chatting about similar shows. This led many people to stumble upon our social content about the show and share it, thinking it might be real.

From casting reality influencers Francesca Farago and Deb Chubb to fast-paced editing, we created a trailer video optimized to get shared on social media in every aspect with fans even screenshotting our absurd legal disclaimers.

We released the trailer on Instagram, TikTok, Twitter, and YouTube as well as in the Peacock TV app alongside real shows and movies on millions of screens across the country.

Then, we also shared a “Meet the Cast” video, influencer content from Francesca, and edits of Duo the Owl causing chaos on set with trending audio. We let everyone in on the joke through a Peacock landing page with a ridiculous FAQ section.

With April Fools' Day on a Saturday, we strategically launched the campaign on Friday, March 31st, to maximize conversation. What started a local US stunt turned into a cultural phenomenon with news coverage and social media engagement around the world.

“Love Language” became Duolingo’s #1 most successful social campaign when launched with over 70M social impressions and 1.1 billion total impressions. The show went viral with global news coverage, including Forbes’ declaring “Duolingo and Peacock win April Fools’.”

The campaign led to a 17% increase in re-engaged users on Duolingo compared to the expected amount. It also generated awareness for Peacock in new international markets and delivered on their strategy to showcase fun original content. “Love Language” became the second-most-searched title on Peacock and drove thousands of free trials for both Duolingo and Peacock.

Some fans started a petition to make it a real show. And two other studios might have even loved the premise so much they premiered extremely similar ideas.