AdExchanger Podcast Summary: "Speaking Of Growth, With Duolingo’s CMO"

Release Date: January 14, 2025
Host: Allison Schiff
Guest: Manu Orsad, Chief Marketing Officer of Duolingo

Introduction

In this engaging episode of AdExchanger Talks, host Allison Schiff sits down with Manu Orsad, the Chief Marketing Officer (CMO) of Duolingo, one of the world's leading language-learning platforms. Released on January 14, 2025, the episode delves deep into Duolingo's innovative marketing strategies, brand-building efforts, and growth tactics that have propelled the app to remarkable heights.

Personal Insights

The conversation begins with a light-hearted exchange where Manu shares a personal tidbit about his fear of flying, despite his frequent travels for the role (02:04). This humanizes the CMO and sets a relatable tone for the discussion. Manu humorously reflects,

“I have this really weird fear of flying still… it doesn't get easier the more I fly” (02:04).

Allison also uncovers a unique aspect of Duolingo's operations—Duos Taqueria, a branded taco joint located near Duolingo's Pittsburgh headquarters. Manu explains that the taqueria started as a creative use of their commercial space and has become a popular spot, generating substantial revenue and enhancing brand experience (03:18).

Duolingo's Unique Brand Strategy

A significant portion of the discussion centers around Duolingo's mascot, Duo the owl, and how the brand brings him to life through various creative and often humorous marketing tactics. Manu elaborates on the rationale behind Duo's quirky persona:

“Learning a language or learning anything is hard… we just made it fun... the gamification aspect is really what makes this experience really delightful” (16:37).

Duolingo leverages Duo to infuse humor and personality into their brand, making language learning engaging and less of a chore. This approach not only differentiates Duolingo in the education space but also fosters a strong emotional connection with users.

Balancing Brand and Performance Marketing

Allison and Manu explore the delicate balance between brand marketing and performance marketing. Manu emphasizes that while performance marketing offers immediate, measurable returns, brand marketing builds long-term value and loyalty.

“Brand and performance marketing are the two sides of the same coin… they are very complementary” (11:13).

At Duolingo, the strategy involves setting clear guardrails on the investment in performance marketing to ensure it complements rather than overshadows brand-building efforts. This balanced approach has enabled Duolingo to sustain growth without becoming overly dependent on paid channels.

Growth Marketing and Organic Strategies

Delving into growth marketing, Manu highlights that 80% of Duolingo's users are acquired organically through social media, word-of-mouth, and recommendations (28:43). He attributes this success to building a strong product-market fit before aggressively pursuing marketing efforts.

“The most important is to have that sort of healthy growth cycle that comes through recommendation and word of mouth” (28:43).

Duolingo's focus on creating compelling, shareable content—especially via platforms like TikTok—has significantly amplified their organic reach. This organic foundation allows performance marketing to act as an amplifier rather than the primary growth driver.

Community Engagement and Social Media

Community engagement is a cornerstone of Duolingo's marketing strategy. Manu discusses how the company actively interacts with its user base, often engaging in the playful persona of Duo. This interaction not only entertains but also strengthens the community bond.

“Community management is a very important aspect of our social media… it’s just delightful to have such a community that wants to play on that joke with us” (20:41).

The spontaneous and humorous exchanges, such as responding to users who miss their lessons with comedic comments, have fostered a loyal and interactive user community.

Retention Strategies

Retention is a critical focus for Duolingo, with the app employing various tactics to ensure users remain engaged. A pivotal element is the streak mechanic, which encourages daily usage through gamification and friendly reminders.

“The streak mechanic is really the most powerful one… our job is to ensure that the push notifications… are as effective as they can be” (46:12).

Manu explains that Duolingo utilizes machine learning models to optimize push notifications, tailoring messages to individual user behaviors to maximize engagement without overwhelming them.

Use of Generative AI in Marketing

Manu shares insights into how Duolingo integrates generative AI into their marketing strategies. The marketing analytics team employs AI tools like ChatGPT to scrape data, identify trending cultural moments, and tailor content that resonates with their audience.

“We are spending a lot around AI, in particular around animation… hoping to use the same type of animation in our marketing” (48:02).

This use of AI not only enhances content creation but also ensures that Duolingo remains relevant and attuned to the latest social media trends.

Monetization Strategies

While Duolingo primarily relies on subscriptions for revenue, Manu touches upon the role of in-app advertisements. Although ads constitute a smaller revenue stream compared to subscriptions, they remain an essential component for non-paying users. However, Duolingo prioritizes enhancing the subscription experience over aggressively monetizing through ads.

“Subscription is really where our head is at… we are focusing on building the right reasons for people to subscribe” (39:18).

This strategic prioritization ensures that revenue efforts align with user experience, maintaining the app's educational integrity.

Super Bowl Advertising

Highlighting Duolingo's bold marketing moves, Manu recounts their memorable Super Bowl ad featuring Duo the owl in a humorous and unorthodox manner.

“It's the only one in that space… trying to be different, trying to surprise people” (24:22).

The episode teases future Super Bowl plans, with Manu hinting at potential new creative concepts while reflecting on the success of their previous spot.

Conclusion

The episode wraps up with a discussion on Duolingo's hiring efforts and potential future partnerships, such as with airlines, to enhance user acquisition and engagement through synergistic collaborations.

“It's not something that we've explored fully… it's a great idea” (42:43).

Allison Schiff and Manu Orsad conclude on an optimistic note, highlighting Duolingo's commitment to innovation, community engagement, and sustainable growth.

Key Takeaways:

• Balanced Marketing: Duolingo successfully balances brand and performance marketing, ensuring long-term growth without over-relying on paid channels.

• Community Engagement: Active and humorous interactions with users foster a loyal and engaged community.

• Retention Focus: Gamification through streaks and personalized push notifications significantly enhances user retention.

• Innovative Use of AI: Generative AI tools aid in content creation and trend analysis, keeping Duolingo's marketing strategies fresh and relevant.

• Unique Brand Persona: Duo the owl’s quirky and humorous persona differentiates Duolingo, making it memorable and relatable.

This episode offers valuable insights into how a leading ed-tech company like Duolingo harnesses innovative marketing strategies to drive growth, engage communities, and build a strong, enduring brand.