You know you’ve made it big when your company mascot becomes a social media superstar.

Meet Duo, Duolingo’s Green Owl, who skyrocketed to fame on TikTok with over 13 million followers thanks to humor, creativity, and a distinct personality.

Behind this success is Zaria Parvez, who joined Duolingo as a social media coordinator straight out of the University of Oregon in 2020. Spotting the neglected owl costume on her first office visit, Zaria’s TikTok-savvy instincts brought Duo to life, transforming it from a mere mascot into an internet sensation.

The TikTok take over

One of Zaria Parvez’s first bold moves at Duolingo was pitching a TikTok account. “I was like, ‘I don’t need money,’” she recalls. “I have a crusty owl suit and an iPhone.” Zaria even donned the suit herself a few times.

As a junior team member, she wasn’t bogged down by concerns that more experienced colleagues might have—like legal reviews or departmental perceptions. Her openness to the ideas allowed her to take risks without even realizing it.

Zaria knew Duolingo wasn’t just competing with other learning apps; they were up against platforms like TikTok, where people spent their time. Instead of seeing TikTok as a distraction, she turned it into a way to remind users to complete their lessons.

However, their initial success didn’t come from creating videos but from engaging with other TikTokers in the comments. Duo’s witty replies became the new push notification, making the green owl impossible to ignore.

Scaling Success

Duo didn’t just become a social media star; it became a phenomenon. With 16.2 million downloads in January 2024 alone, Duolingo’s quirky approach to social media played a huge role in its rise to unicorn status. Beyond TikTok, Duolingo’s Instagram and YouTube also reflect its commitment to making language learning fun and approachable.

But What Made It a Success for Zaria and Duo?

Regular Trendjacking: When Barbie fever hit, Duolingo jumped in, sharing a TikTok featuring Duo in Barbie Land, humorously claiming that Greta Gerwig had asked Duo to replace Margot Robbie.

Prioritizing Entertainment: Duo’s playful “crush” on pop star Dua Lipa became a fan favorite, blending humor and relatability in a way that resonated deeply with his followers.

Duolingo’s bold strategy—favoring a cheeky, entertaining persona over safe, educational content paid off.

In 2023, they saw daily active users grow by 65%, monthly active users by 46%, and revenues soar by 45%, hitting $151 million in Q4.

Owling at Success: Brand Lessons from Duolingo’s TikTok Masterclass

Trust Creators and Creative Freedom: Duolingo’s TikTok success is rooted in Zaria Parvez’s creative freedom. By experimenting, Duolingo encouraged authentic content that truly connects.

Brands should give their creators the reins to deliver fresh, impactful content that feels real.

Catch Trends Before They Fly Away: Zaria’s instinct for riding TikTok trends kept Duolingo’s content feeling fresh and relevant. Brands need to stay nimble, jumping on trends to keep the conversation going.

Rules, but Make Them Fun: Zaria blended Duolingo’s core identity with spontaneity and humor, showing that a little freedom goes a long way. One should set guidelines but leave room for creativity.

Forge Relationships: Duolingo’s quirky and relatable vibe turned followers into friends. It’s not just about going viral; it’s about showing up as your real, messy self. When brands drop the corporate act and keep it real, they build connections that feel less like marketing and more like a conversation—turning casual followers into die-hard fans.

Wrap-up

Zaria Parvez turned Duolingo’s quirky mascot into a social media icon, driving massive growth and brand engagement. Her fearless approach reflects the growing power of the creator economy, proving that authentic, offbeat content can redefine marketing success.

So, how will your brand tap into this new era? Are you ready to trust your creators and let them tell your story in their own voice?

Stay inspired, Keep learning and don’t forget to subscribe our YouTube Channel.

Cheers,

Shubham

Creators to Watch

1. Zaria Parvez: She didn’t just manage a brand—she turned Duo the Owl into a viral icon with bold, playful content that broke all the rules. If you haven’t checked out her work, you’re missing on how to mix humor, creativity, and authenticity to connect with audiences in a way that feels refreshingly real. Find her here.

2. Sierra Schultzzie: She is all about real talk and confidence—think honest brand reviews, fashion hauls, and a fresh take on body positivity. She dives into how clothes fit real bodies, making her content a must-watch if you're tired of the filtered, one-size-fits-all world of fashion. Check her out for some relatable, unfiltered style inspo here

3. HopeScope: Step into the world of HopeScope! From celebrity closets to mystery boxes, Hope’s unboxing adventures are full of surprises and fun. Ready for your next binge-watch? Click here.