Duolingo

Challenge

Duolingo is one of the most effective social brands in the world. As the product expanded beyond language learning into new surfaces like music, math, chess, and score, the opportunity emerged to find clear, engaging ways to introduce new features while maintaining the tone audiences expect.

Solution

We partnered with Duolingo across four initiatives spanning music, math, chess, and score, developing concepts that felt socially native while remaining clearly tied to the product. Highlights included "butt bongos," a playful activation that drew attention to Duolingo's music feature and was distributed across Duolingo's owned social channels. Ideas can be absolutely nuts as long as they have components that stay anchored to a recognizable product experience. Mixing attention-grabbing social with subtle product nods, content remained entertaining while still driving visibility.

Results

The work consistently exceeded performance targets. With an initial goal of 2M views, "butt bongos" generated over 13M views on a single TikTok post, with millions more across platforms. Additional campaigns drove strong engagement on TikTok and Instagram, increasing awareness of new product surfaces while reinforcing Duolingo's reputation as a category-defining social brand.