Duolingo's recent 'death' of its mascot Duo the Owl sparked immense social media attention, showcasing the power of effective marketing. By employing an 'unhinged content' strategy, they transcended traditional brand mascots, creating a genuine fan connection. Marketers now recognize that breaking through the noise requires more creativity and less restrictive approval processes. This evolution in approach appears to be shaped by an understanding of the balance between risk and reward, as brands navigate their presence in pop culture while tapping into timely conversations and trends.
The 'unhinged content' strategy that Duolingo employed made Duo more than another brand mascot...an entryway for the brand to have real fans.
The attention paid to Duo's 'death'...is another indicator of how much social media can do for a brand.
Marketers who understand that have started to roll back some of the intense guardrails that have historically been put in place.
A lot of marketing leaders are recognizing that it's a high risk, high reward situation on social media.
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