Uncensored CMO Episode Summary: "Who Killed Duo? How Duolingo Built a Brand on Entertainment"

Podcast Information:

• Title: Uncensored CMO
• Host: Jon Evans
• Episode: Who Killed Duo? How Duolingo Built a Brand on Entertainment
• Release Date: April 23, 2025

Introduction

In this engaging episode of Uncensored CMO, host Jon Evans dives deep into the intriguing journey of Duolingo, a brand renowned for its unique blend of education and entertainment. Joined by James, the Creative Director at Duolingo, and Dan from Small World, the conversation unpacks how Duolingo has successfully leveraged entertainment to build a globally recognized brand, with a special focus on their beloved mascot, Duo the Owl.

Building Duolingo's Entertaining Brand

James explores Duolingo's mission and user base:

"We are the number one way to learn a language in the world... we teach about 40 languages, including fictional ones like High Valyrian and Klingon." (04:33)

Duolingo's approach centers on making learning fun to enhance accessibility and engagement. By integrating gamification elements, such as streaks, leaderboards, and friend challenges, Duolingo keeps users motivated and returning daily.

Dan discusses the impact of gamification:

"We have about over 3 million people who have streaks longer than one year with us, which means they're coming back every day." (06:47)

These features tap into behavioral science principles, leveraging rewards and social competition to foster a habitual learning habit among users.

The Evolution of Duo: From Mascot to Cultural Icon

James introduces the topic of Duo's role in the brand:

"Your brand mascot is Jiro. Right. And I think probably Jio is like, probably the best case in the world right now of a brand mascot." (12:14)

Duo the Owl was initially created as a wise, green mascot to embody Duolingo's educational mission. However, over time, Duo evolved into a character with a distinct personality, becoming more than just a logo but a cultural icon with its own lore and stories.

Dan delves into Duo's development:

"Duo was developed as a wise owl, all knowing, green because the co-founder hated the color green... Duo was there to be your motivator." (13:00)

This transformation was organic, driven by fan interactions and social media engagement, where Duo's antics—like passive-aggressive reminders to complete lessons—resonated deeply with users.

Innovative Marketing Campaigns: Killing Duo

One of the standout moments discussed is Duolingo's bold decision to "kill" Duo, a campaign that garnered massive attention and engagement.

Dan recounts the campaign's execution:

"We wanted to kill Duo by updating the app icon with Duo having little X's over his eyes... within three days we had outlined the plan." (20:01)

The campaign tied into popular culture, with viral moments like the "Who Killed Duo?" narrative, involving celebrities like Mr. Beast, which amplified the campaign's reach without significant advertising spend.

Impact of the Campaign:

"We estimate at least over $20 million of earned media, like impressions, like, worth three Super Bowl spots." (24:14)

This initiative demonstrated Duolingo's ability to create buzz organically, leveraging humor and surprise to engage a global audience effectively.

Strategic Partnerships Enhancing Brand Reach

Duolingo's collaborations with major franchises like Game of Thrones and Squid Game illustrate their strategy to tap into existing fandoms to expand their reach.

Dan explains the partnership strategy:

"We focus on finding the core intersection of a fandom and where we come in... like teaching High Valyrian or Korean related to Squid Game." (25:23)

These partnerships not only attract fans of these franchises to Duolingo but also enrich the learning experience by connecting it with popular culture, making language learning more relatable and exciting.

Mastering Social Media: The Duo Effect

Duolingo's impressive social media presence, particularly on platforms like TikTok, is a testament to their entertainment-led strategy.

Dan highlights the growth strategy:

"Our first content on TikTok hit over a million views... Zaria, our social media manager, really became Duo's wrangler and created engaging, timely content." (29:04)

By treating Duo as a character within a dynamic media universe, Duolingo creates content that resonates with Gen Z and other audiences, ensuring constant engagement and viral potential.

Entertain or Die: Research Insights

In the latter part of the episode, Dan from Small World introduces the report "Entertain or Die," which analyzes how entertainment-driven brands achieve remarkable growth.

Key Findings from the Report:

• Humor and Social Content: Brands leveraging humor and engaging social media content outperform others in user engagement and retention.

• Distinctive Characters: Memorable mascots or brand characters that have depth and personality contribute significantly to brand loyalty.

• Attention-Grabbing Campaigns: Campaigns that surprise or shock audiences can create substantial buzz and drive earned media.

Jon Evans summarizes the research:

"Entertainment is almost the ultimate loyalty program. If you offer entertainment, it becomes your loyalty scheme, much like Netflix or Amazon Prime." (41:26)

The report emphasizes that even traditionally "boring" categories can thrive by embracing entertainment-first marketing strategies, fostering deeper connections with audiences.

Practical Advice for Brands: Embracing Entertainment

Drawing from the discussions, Jon and Dan offer actionable insights for brands aiming to adopt an entertainment-led approach:

1. Develop a Brand Universe: Move beyond traditional brand guidelines to create a dynamic, character-driven brand narrative.

2. Leverage In-House Talent: Foster a creative team with the autonomy to experiment and embrace unorthodox approaches to content creation.

3. Engage with Fandoms: Partner with existing fan communities to tap into passionate and engaged audiences.

4. Utilize Social Media Innovatively: Treat social platforms as integral parts of the brand's media strategy, creating content that is timely, relevant, and shareable.

Dan concludes with a powerful takeaway:

"We've given our teams autonomy to do the work they feel is relevant and exciting to them, and we've allowed our fans to take our brand and build it. This engagement is key to our success." (35:46)

Conclusion

This episode of Uncensored CMO offers a comprehensive look into how Duolingo has effectively blended education with entertainment to build a globally beloved brand. Through innovative marketing strategies, strategic partnerships, and a strong social media presence, Duolingo serves as a prime example of how entertainment-first marketing can drive substantial growth and brand loyalty.

Listeners gain valuable insights into the importance of creating engaging brand narratives, leveraging gamification, and fostering authentic connections with audiences. Whether you're a marketer seeking inspiration or a brand aiming to revitalize your strategy, the lessons from Duolingo's journey provide a roadmap for success in today's media-fragmented landscape.

Notable Quotes:

• "The best way to do something is through fun. When you have fun, you're more likely to go further." – Dan (05:45)

• "You can't be half famous. You either entertain or you die." – Jon Evans (43:44)

• "Entertainment is the ultimate loyalty program." – Jon Evans (41:26)

This detailed summary captures the essence of the episode, highlighting the key discussions, strategies, and insights shared by James and Dan. It serves as a comprehensive guide for those interested in understanding how Duolingo harnesses entertainment to foster brand growth and engagement.