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Brochure for Duolingo Math
​Copywriter
For the course Copywriting
December 2022
Responsibilities
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Wrote and designed a brochure for Duolingo Maths using well-informed research findings of the target audience and competitors.
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Applied theories such as AIDCA and Persuasion theory to predict the readers’ potential concerns and maximise conversions.
Achievement
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Earned a Distincition (76/100)
Project summary
Problem
Duolingo Math is aware that learning math can be a boring activity. Many elementary school students suffer from mathematical anxiety.
Findings
Since the brochure targets parents of elementary school students, it was learned that: The homework-helping environment is generally negative. Therefore, if the parents are unsure of the math themselves, it can cause the children to learn less and worsen math anxiety. ​
Solution
Duolingo Math would empathize with the parents by presenting the app as a solution.
This would not only build an emotional connection, but also help the app stand out since the competitors have yet to tackle this angle.
Brochure showcase
Copywriting research
The report includes the rationale for my approach to the copy, the target audience research, and the ideation process.