"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 in organic reach on platforms like TikTok."
"Orssaud emphasized the need for a marketing recalibration, saying, 'We want to shift from 80% unhinged, 20% wholesome' to a more balanced approach that resonates with a broader audience."
"The brand is experimenting with a 'creator army,' reaching out to creators to become paid ambassadors, as Orssaud noted, 'User-generated content 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 shareable moments that engage users."
Duolingo's marketing strategy is evolving from a heavy reliance on absurdist humor to a more balanced approach. The brand's CMO, Manu Orssaud, aims to reduce crass humor and increase wholesome content. With challenges in organic reach on TikTok, Duolingo plans to invest in creators rather than ads. The company is launching a 'creator army' initiative to encourage user-generated content. Additionally, the Duo mascot is being featured in real-world events to enhance engagement and shareability on social media platforms.
Read at www.businessinsider.com
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