Duolingo's Tamil launch gets a hyperlocal influencer boost

New Delhi: VidUnit executed an influencer marketing activity for Duolingo’s Tamil language launch campaign, "Vaati Coming." 

The campaign leveraged pop culture and hyper-localised content, featuring both long-form and short-form formats with participation from 150 creators.

According to the agency, over 20 creators each surpassed 1 million views within 24 hours.

Designed over three months, the campaign focused on authenticity by tailoring content for Tamil Nadu's diverse rural and urban audiences.

The strategy included daily vlogs, web series, and short films covering topics such as health, education, entertainment, fitness, cooking, gaming, and comedy, ensuring broad audience engagement.

VidUnit selected influencers strategically, aligning topics with audience demographics and ensuring creators' styles matched the campaign theme. 

Tentpole videos were prepared weeks in advance and timed with Pongal celebrations, adding a festive, relatable appeal that boosted engagement and cultural relevance.

A few of the content pieces: 

Mic Set

Parithabangal 

NRFM-VLOGS 

The agency shared, “The campaign’s success also stemmed from leveraging data-driven insights, ensuring creators with higher engagement rates were selected. Additionally, repurposing videos as Instagram Reels and Stories along with promoting those videos through the YouTube community extended the campaign’s reach. VidUnit and Duolingo have demonstrated how culturally rooted campaigns can deliver unmatched results by aligning with Tamil Nadu's pop culture and festive calendar.”

“Duolingo has always believed in making language learning accessible and fun, and the Tamil launch campaign embodies that vision perfectly,” said Karandeep Singh Kapany, Regional Marketing Director, Duolingo India. “VidUnit’s innovative approach ensured the campaign resonated with Tamil-speaking audiences and created an emotional connection through relatable and authentic content.”

Sourabh Kumar, Founder & CEO of VidUnit, highlighted the campaign’s pop culture impact: “At VidUnit, we take pride in our expertise in multi-language campaigns, and ‘Vaati Coming’ is a testament to our team’s dedication and precision. Our strong relationships with creators, deep understanding of Tamil content trends, and data-driven strategy helped us execute this massive campaign, boosting Duolingo’s reach while celebrating the essence of Tamil culture.”