Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy / How Duolingo Turned Its Mascot Into a Marketing Maven
Transcript
- Lucas: So, Luna, you've probably seen that ridiculous green owl popping up all over your feed. Duo, the Duolingo mascot, has basically become a celebrity in his own right. Luna: Oh, absolutely. I swear he's everywhere. He's got more personality than most influencers. Lucas: And that's not an accident. Duolingo's chief marketing officer, Manu Orssaud, has talked about how they deliberately shifted the brand's social presence from just pushing lessons to building this over-the-top, slightly unhinged persona. Luna: Unhinged is the right word. I mean, he's threatened to stop reminding people to practice if they don't engage. Lucas: Right, but that's the genius of it. They've taken a mascot that could be purely corporate and given him a voice that resonates with a younger, meme-literate audience. The numbers back it up. Duolingo has over fifteen million followers on TikTok alone, and their engagement rates are off the charts compared to typical app brands. Luna: Fifteen million is huge. And it's not just followers, right? I've seen their videos go viral with millions of views, and it translates directly to app downloads. Lucas: Exactly. They've tied Duo's antics to actual performance metrics. When a video blows up, they see a spike in installs. It's not just brand awareness for the sake of it. It's driving measurable growth. Luna: So what's the secret sauce? How do they consistently come up with content that lands? Lucas: Part of it is speed and cultural relevance. They have a small, agile social team that can jump on a trend or a meme within hours. Like when they reacted to the whole 'barbenheimer' moment last summer, they had a post up almost immediately that tied Duo into the conversation. Luna: That's impressive. But that kind of speed can also be risky. How do they balance that with brand safety? Lucas: That's the million-dollar question. They've admitted there's a bit of a tightrope walk. They have guidelines, but they also trust their team to know what's right for the brand. It's a calculated risk, and so far, it's paid off. Luna: And honestly, if today's episode gave you a new idea or just made you smile, that's a win for us. And if you want to keep these conversations going ad-free, you can support the show at buy me a coffee dot com slash fexingo. No pressure, just an option if you find value here. Lucas: Yeah, every little bit helps us keep doing this. But back to Duo. What's really fascinating is that they've given him a backstory, a personality, even a love interest. There's a whole narrative that unfolds across their social channels. Luna: A love interest? I didn't know that. Lucas: Yeah, they introduced a character named Lily, who's supposedly Duo's girlfriend. And of course, Duo's been 'cancelled' for being too clingy, but even that controversy becomes content. Luna: It's like they're writing an ongoing soap opera. And people are invested. I've seen comments where people say they only keep the app for the memes. Lucas: Exactly. That's the key insight. They've moved from being a utility to being a brand with a personality that people want to engage with. It creates this emotional connection that goes beyond just learning a language. Luna: And that's something any CMO can learn from, even if their brand isn't a green owl. Lucas: Absolutely. You don't need to be quirky or funny, but you need to have a point of view. You need to know who you are as a brand and be consistent with it. Luna: So, what about the risks? What if the joke falls flat or the meme backfires? Lucas: That's the thing. Duolingo has had a few missteps. There was a moment where they posted something that people found insensitive, and they had to backtrack pretty quickly. But even that became a learning moment. They apologized, they engaged with the criticism, and they moved on. Luna: So it's about being authentic, even in the mistakes. Lucas: Exactly. And that's what builds long-term trust with your audience. They're not a faceless corporation. They're a character that can be held accountable, just like a person. Luna: That's a great point. So, for a CMO looking to build a similar brand persona, what's the first step? Lucas: I'd say start by defining your brand's core values and the personality traits that align with them. Are you bold? Are you witty? Are you caring? Then, find the channels where your audience is most active and start experimenting with that voice. Luna: And don't be afraid to let go of the reins a little. Give your team the freedom to be creative. Lucas: Definitely. Duolingo's success is a testament to what can happen when you trust your team and let the brand's personality shine through. It's not always going to be perfect, but it's memorable. Luna: And memorable is what we all want, right? Lucas: Right. So, as we wrap up, think about how you can give your brand a voice that people actually want to hear from. It might just be the edge you need. Luna: And if you want to hear more ideas like this, you know where to find us. Thanks for tuning in, and we'll see you next time.