Duolingo is absolutely crushing TikTok because they’ve turned their mascot into a chaotic, self-aware character that leans into trends, humor, and internet culture without feeling corporate, it’s a masterclass in personality-driven content that builds brand love while still subtly reinforcing the product.

As part of a campus ambassador program, I helped launch a student-led campaign promoting a mental health app, we created relatable, meme, style content on Instagram and TikTok, ran a giveaway, and worked with micro, influencers at our university; it was effective because it felt authentic, used humor to spark engagement, and tapped into real student experiences.

I’d create a culturally resonant, emotionally compelling moment—like a short video of Robyn expressing unexpected vulnerability—and strategically seed it across TikTok and Reddit to spark curiosity, debate, and shares.