Duolingo “Killed” Its Owl. Here’s Why It Worked

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

Duolingo – “RIP Duo” Mascot Campaign

Duolingo made waves earlier in 2025 by “killing off” its beloved mascot, Duo the owl—announcing on social media (X) that Duo had died while waiting for users to finish their lessons. The stunt went viral, sparking conversations across platforms and drawing in comments from unexpected corners of pop culture. It outperformed even many Super Bowl ad campaigns in engagement, illustrating the power of playful brand storytelling.

Key Marketing Lessons

• Surprise breaks the scroll cycle
  By subverting expectations—announcing the demise of a well-known mascot—Duolingo captured attention instantly. Moments like this cut through the noise, making audiences stop and engage.

• Emotion + Humor = Engagement gold
  The tongue-in-cheek announcement blended shock with a wink, making it both memorable and shareable. Brands that balance heart and humor create cultural moments.

• Voice first, visuals second
  This campaign traded slick production for one bold statement in text form—proving impactful messaging doesn’t always need high-gloss visuals.

• Viral effects from unfiltered spontaneity
  The stunt felt spontaneous, even risky, lending authenticity. It sparked user memes, replies, remixes—everyone became part of the conversation.

• Out-contenting big-budget ads
  Despite its simplicity, this approach outperformed traditional big-ticket ads in engagement—demonstrating that creativity and relevance can beat sheer production budget.

Takeaway

Duolingo’s “RIP Duo” is a lesson in how unexpected playfulness—and owning your brand’s quirks—can generate massive cultural impact. When done with personality and purpose, even the simplest ideas can become the smartest moves.

Let me know when you’re ready for the next one—still zero repeats, always with working visuals and meaningful lessons.

Latest Trends and News

Generative Engine Optimization on the Rise

The concept of Generative Engine Optimization (GEO) is emerging as essential in the era of AI-powered search. With AI assistants like ChatGPT and Google’s Search Generative Experience (SGE) reshaping how users access information, traditional SEO tactics fall short. Marketers now need to optimize content for AI, ensuring it’s structured, authoritative, and context-rich to be surfaced in AI-generated responses. One skincare D2C campaign illustrates how failing to adapt can result in poor traction despite following conventional SEO best practices.

Pushback on Junk Food Ads to Children

The White House–backed MAHA Commission, led by Robert F. Kennedy Jr., is proposing federal limits on advertising unhealthy foods to children across TV and social platforms. Although rooted in public health, this initiative faces strong headwinds from big food and beverage companies—which spent $12.5 million on lobbying in the first half of 2025—who argue that existing voluntary programs are sufficient.

Real-Money Gaming Crash Impacts Marketing Teams

Mobile Premier League (MPL) in India is laying off around 300 employees following a new law banning real money gaming. This affects not only marketing but also teams in finance, operations, and engineering. The company plans to pivot to a free-to-play model and expand in the U.S.

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Weekly Tip

Show, Don’t Tell

Explanations are useful, but examples are memorable. Demonstrating your point makes it stick.

• Share a quick case study instead of just a claim
• Use before-and-after visuals to prove impact
• Highlight real outcomes instead of abstract promises

When people see the value, they believe it faster.

Weekly Challenge

Value Thread Challenge

This week, craft one longer post that breaks down a topic into clear, bite-sized points:

• Pick a subject your audience often asks about
• Write 5–7 short points that deliver quick insights or steps
• Format it as a carousel on Instagram or a thread on X/LinkedIn
• End with a question inviting followers to add their own tip

Threads and carousels position you as a go-to resource while boosting saves and shares.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.