Duolingo launched a creative marketing campaign announcing the death of its popular mascot, Duo, except in Japan where such jokes are considered inappropriate. The decision to omit Japan reflects the company's broader strategy of country-specific marketing. The campaign resulted in a significant boost in user engagement, increasing daily active users by 51% and revenue by 41% in the last quarter. The company's unique approach has helped establish the owl as a cultural icon in various countries, tailored to local trends and sensibilities.
"Duo, our owl, faked his death in every single market that we had except for Japan... joking about death is not as kosher. So, in Japan, he was just not dead."
"Authorities are currently investigating his cause of death and we are cooperating fully. Tbh, he probably died waiting for you to do your lesson, but what do we know."
"The campaign reflected the company's famous nontraditional and country-specific marketing campaigns, which have made the owl mascot and the Duolingo app cultural icons."
"On Thursday's call, von Ahn said Duo returned last week from faking his death because users completed enough language lessons to bring him back."
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