WHAT DUOLINGO'S DEATH SAYS ABOUT MODERN SOCIAL MEDIA

Summary from the TLDR Marketing newsletter

Duolingo's viral campaign, where it “killed off” its owl mascot Duo, shows the power of character-driven storytelling. The campaign's success, with over a billion organic views, proves that brands need a relatable, consistent personality, whether through a mascot or spokesperson. Duolingo's approach connected with fans by developing Duo's persona over time, creating genuine engagement. However, brands must be careful with humor, especially around sensitive topics like suicide.