From viral moments to music education, Duolingo knows how to capture attention. 🎶🦉 Their latest campaign shows the power of cultural storytelling, turning Duo’s “death” into record-breaking engagement. But could music be their next big play? Great insights from Emma Byford on where Duolingo could go next. #CultureMarketing #MusicMarketing #Duolingo
Music is often referred to as the world’s “universal language”, and as I found out yesterday, you can even learn it on Duolingo. Duolingo's best known for its interactive language lessons, with its brand equity driven by a masterclass social media strategy. The brand has consistently shown that it’s not just about jumping on trends, it’s about driving cultural conversations that capture the world’s attention. Take the recent “death” of its beloved mascot, Duo the Owl. After being hit by a Tesla Cybertruck, Duo’s “funeral” became a viral spectacle, with Duolingo urging users to complete lessons in his honour. The campaign sparked a global response, generating the highest single-day app downloads in Duolingo’s history. With all eyes on the brand, others like Netflix, Xbox, and even Dua Lipa were quick to share their condolences. After a dramatic, week-long whodunnit, we’re all relieved to find out that Duo is back. Resurrected because of the collective effort of its dedicated learners. It’s a shining example of cultural storytelling done right. But with their music course in the mix, there's an opportunity to take take it further. They recently partnered with Sony Music Entertainment to teach their learners chart-topping songs from the likes of Hozier and Meghan Trainor, and I’d love to see this move integrated as part of a wider music strategy. There’s huge potential to lean into the power of music, not just to strengthen the brand, but to make learning it even more engaging. #duolingo #ripduo #duolingohasrisen #musicstrategy #culturemarketing #musicmarketing SixtyFour Music