Submitted by VeroAgency IPI Score 50/100

Duolingo English Test Webinar

PR & Communications

Vero promoted a Duolingo English Test webinar for Indonesian students, reporting 1,400+ attendees, 3,000+ registrations and participants from 460 universities across the country.

+3000Registrations
+1400Participants attended

About the campaign

Indonesian students who want to study abroad need English proficiency certification, but traditional tests such as TOEFL iBT and IELTS are expensive and require travel to testing centres. Studying abroad is a widely shared ambition, with Indonesia ranked 22nd worldwide in 2021 for students studying in a foreign country, yet cost and logistics put certification out of reach for many. Vero's insight was that the Duolingo English Test removes both barriers: it costs US$49, roughly a fifth of a traditional test, can be taken anywhere with a stable internet connection, and is accepted by over 4,000 universities.

Building on a first webinar Duolingo developed with IISMAeVO in 2022, Vero promoted a student-focused webinar teaching students what the Duolingo English Test is and how to pass it, reaching universities and polytechnics across Indonesia through influencer marketing and public relations per its own service tags. A utility-led event lowers the barrier to engaging with an unfamiliar product, since the webinar taught students how to pass the test rather than simply advertising it, and the concrete cost advantage gave the promotion a clear, factual hook.

Anchoring to institutional momentum, government scholarships and the prior Duolingo webinar, meant Vero was promoting to an audience with an existing, practical need, while framing the test around acceptance by more than 4,000 universities addressed the credibility question for a newer format. Vero reports over 1,400 attendees, more than 3,000 registered participants and 460 universities represented. All figures come from Vero's own case study page and are not independently verified; the channels and influencers are not named, the webinar is not dated, and no conversion or test-uptake data is disclosed.

Case in 60 seconds

Indonesian students who want to study abroad need English proficiency certification, but traditional tests such as TOEFL iBT and IELTS are expensive and require travel to testing centres.

The Duolingo English Test removes both barriers, it costs US$49, roughly a fifth of a traditional test, can be taken anywhere with a stable internet connection, and is accepted by over 4,000 universities.

Promote a Duolingo English Test webinar that teaches students what the test is and how to pass it, building on a first webinar Duolingo developed with IISMAeVO in 2022.

Vero promoted the webinar to students at universities and polytechnics across Indonesia, using influencer marketing and public relations according to its own service tags.

Vero reports more than 1,000 participants from universities across Indonesia, and headlines the case study with over 1,400 attendees. Figures are agency self-reported.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Indonesian students at universities and polytechnics who aspire to study abroad, including candidates for government scholarships such as IISMA and the Indonesia Endowment Fund for Education.
Studying abroad is a widely shared ambition, Indonesia ranked 22nd worldwide in 2021 for students studying in a foreign country, but the cost and logistics of English certification put it out of reach for many.
Incumbent tests such as TOEFL iBT and IELTS were the established route to certification, so the DET had to be introduced as a credible, university-accepted alternative.
Duolingo positioned the DET as the affordable, accessible certification, US$49, under an hour to take, scores in under 2 days, accepted by over 4,000 universities.
Students are more likely to act on a new test when they are shown concretely how it works and how to pass it, which a live webinar delivers better than advertising alone.

Creative & Execution System

Assets & channels

  • Webinar (online event)

Partners

  • Duolingo
  • IISMAeVO (first webinar collaboration)

Participation mechanic

  • Students register for and attend a free webinar on the Duolingo English Test

Creator role

  • Influencer marketing is listed among the campaign's service tags, but no individual creators or their roles are named

Results & Evidence

MetricValueResult typeConfidence
Participants attended the event+1400attendanceAgency reported
Webinar registrations+3000registrationsAgency reported

Why Vero's strategy worked

  1. 1

    A utility-led event lowers the barrier to engaging with an unfamiliar product, the webinar taught students how to pass the test rather than just advertising it.

  2. 2

    The product's concrete cost advantage, US$49 versus roughly five times that for traditional tests, gave the promotion a clear, factual hook.

  3. 3

    Anchoring to institutional momentum, government scholarships and a prior Duolingo webinar with IISMAeVO, meant Vero was promoting to an audience with an existing, practical need.

  4. 4

    Framing the DET around acceptance by 4,000+ universities addressed the credibility question head-on for a newer test.

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