Media Credit: @duolingo / X
Whether it’s for language classes, an international vacation, dedication to a partner, or pure curiosity, we’ve all at least tried using the Duolingo app to learn another language. And when we inevitably gave up and stopped using the app daily, we’ve all gotten a mildly threatening notification or email from Duolingo’s mascot, Duo.
Since going viral as an online meme in 2017, Duo has been synonymous with passive aggression – and, sometimes, just got old-fashioned aggression. In 2019, Duo tweeted, “Remember not to miss any lessons today! It wouldn’t be very nice if we had to lock up your family.” The official FBI Twitter account replied to the post to further its popularity. When the threat of TikTok’s ban sent a flood of American TikTok users to Chinese-owned video app Xiaohongshu (Red Note) this year, Duo had to put in his two cents. “Oh so NOW you’re learning mandarin,” the Duolingo account tweeted.
However, this attitude hasn’t pushed away users. In fact, it has attracted them further to the platform. Duolingo’s Twitter/X account has amassed over 1 million followers, and users regularly address tweets directly to Duo rather than the company at large. Duolingo has found so much success with its Duo marketing tactics that it released a publicly available company handbook featuring elaborate drawings of Duo alongside the company’s philosophy. Duolingo’s values include long-term thinking and an emphasis on their characters – Duo included.
“We see this IP as a crucial moat for our business,” the handbook reads. More importantly, the handbook emphasizes the company’s commitment to the bit and Duo’s duality as a character: encouraging and menacing. It references the power of his reputation and lore, which is furthered by a blacked-out portion of the handbook that allegedly explained Duo’s origin. His lore includes “legal beef” with popstar Dua Lipa over their similar names and a canonical birth date of 1000 BC, as well as a more recent development – his death.
The power of Duo has always been present not only in his interactions with users in-app and online but also in his collaborations with other brands. When Duolingo announced that Duo had died, condolences poured in from corporate social accounts like Hallmark, Pop-Tarts, and Hilton. The New Yorker ran a comedic piece discussing Duo’s last will and testament. Duolingo’s commitment to the bit featured In Memoriam posts, TikToks of other Duolingo characters carrying his casket, and requests for users to maintain their streaks to honor Duo.
But why all the pomp and circumstance? And more importantly, why kill such a crucial and influential figure in Duolingo’s marketing? Like all things in branding, it has to do with story.
Matt Williams, a visiting clinical professor at the Mason School of Business at the College of William & Mary and former CEO of the agency responsible for the Geico Gecko, said the company is creating “storylines within storylines” as part of a broader content strategy. Like many, he theorizes Duo will be resurrected, but Duo’s current “death” will likely be used to promote some new product or innovation.
In other words, Duolingo engages its users with more than just accessible educational content. User engagement with Duo content and his various backstories is responsible for retention and growth by building a sense of community and fandom – like everyone is in on the same joke. This community is so strong that Duolingo was able to “literally” kill Duo, so long as they maintained a new storyline of the mystery surrounding his death.
Just as Duolingo users are committed to their streaks, the Duolingo brand is committed to the bit; til death duo part.
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