Duolingo
EdTech (Education Technology)
Content Creation, Social Media Strategy
Ongoing Strategy
Duolingo, a leading language-learning app, wanted to break through the crowded edtech space and increase engagement. While the app was popular, its brand voice was too corporate and lacked personality on social media. The challenge was to connect with younger audiences, make learning fun, and boost organic brand awareness without relying on traditional advertising.
Duolingo took a bold, unconventional approach to content creation, leveraging humor, trend-driven marketing, and interactive storytelling.
The company revamped its TikTok presence by turning its mascot, Duo the Owl, into a viral character. The content team leaned into humor, memes, and trending challenges, playing on Duolingo’s reputation for reminding users to practice lessons in a “threatening” but funny way.
Instead of polished corporate messaging, Duolingo embraced an authentic, chaotic, and relatable tone that made learning languages feel fun. Posts often referenced pop culture, using Duo the Owl to react to trends, music releases, and celebrity gossip in a way that Gen Z and Millennials found hilarious.
Duolingo focused on bite-sized, shareable content that worked across TikTok, Instagram Reels, and YouTube Shorts, making its content easy to consume and viral.
Explosive Social Media Growth: Duolingo’s TikTok following grew from 50,000 to over 7 million in a year.
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