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HubSpot: How Duolingo Struck Social Media Gold with Unhinged Content
- July 19, 2023
- Posted by: Top Deliverability
- Category: ESPs HubSpot Industry News
HubSpot just published a engaging write-up:
Duo, Duolingo’s big green mascot, might be the most famous owl of the post-tootsie roll pop commercial era. The language-learning app first established a TikTok presence in early 2021 and found its stride by sharing funny videos featuring the sassy owl Duo. Since then, Duolingo’s TikTok account has grown to nearly 7 million followers and accumulated over 147 million likes from various viral videos. How did Duolingo do it? By embracing “unhinged” marketing. What is unhinged marketing? When brands take less of a polished, perfect approach to social, and embrace more chaotic conversational moments, it’s often referred to as unhinged marketing. If you see a social media post and think “How did that get approved?” it can likely be considered unhinged. This approach was first popularized on Twitter when Wendy’s became infamous for “roasting” social media users and openly shading the competition. Since then, other companies including Popeye’s and McDonald’s
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