"Duolingo's CMO Manu Orssaud stated, 'There isn't that much room to grow in terms of audience and impressions we can drive from our own account.' This reflects the challenges brands face with organic reach on platforms like TikTok."
"Orssaud emphasized the shift in strategy, saying, 'We want to recalibrate our marketing output from 80% unhinged, 20% wholesome' to create a more balanced brand image."
"The brand is experimenting with a 'creator army,' encouraging creators to become paid ambassadors and generate user-generated content, which Orssaud believes is where the reach happens."
"Duolingo's mascot, Duo, is increasingly appearing in real-world events, such as being styled as Bad Bunny for a subway takeover, to create engaging moments that encourage social media sharing."
Duolingo's marketing strategy is evolving from a focus on absurdist humor to a more balanced approach. CMO Manu Orssaud aims to reduce crass humor and increase wholesome content. The brand faces challenges with organic reach on TikTok, despite having a large following. Orssaud prefers investing in creators rather than paying for ads. Duolingo is launching a 'creator army' initiative to engage creators as paid ambassadors and promote user-generated content, enhancing brand visibility through real-world appearances of its mascot.
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