Image Source: PC Mag
Duolingo, an app for learning languages, has recently skyrocketed to the top of the Apple charts, as the number one education app. A big part of its success is attributed to its digital marketing campaigns, which are centred around the brand’s mascot, a green owl called Duo.
Brand characters have long been used as tools to endorse and humanise brands. These characters are being reimagined in the digital age, as social media allows consumers to interact with these carefully constructed personalities.
Who is Duo?
Duo is best described as “that pushy friend that motivates you.”
His digital persona has largely been constructed around the slightly aggressive notifications Duolingo sends to its users as a reminder to study. Lines such as, “You made Duo sad???” have effectively been used by the company to guilt users to partake in their daily language practice.
These notifications have been made into several memes, which have formed the basis for Duo’s somewhat ‘unhinged’ content.
What makes Duo unhinged? And why is this content so popular?
Duo has made a name for himself particularly on TikTok. He has garnered over 4.8 million followers through his obsession with Dua Lipa and participation in the latest trends.
The brand also embraces this “psycho” image, making light of his blunt messages.
Duo’s popularity in the digital world demonstrates the advantages of using a brand character, instead of a celebrity endorser. This is because the brand has total control over his image and behaviour.
This frank and fun messaging endears the brand to consumers and Duolingo is therefore perceived to be more relatable.
It is important to note though that this trivial approach will not work for every company. Duo is so successful, as his personality is consistent with the brand and its messaging.
So what do you think? Are brand characters an important marketing tool in the digital age? And does Duo make you want to download Duolingo?
Hilary's Digital Marketing Blog 
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