One brand that’s really crushing it on TikTok and Instagram right now is Duolingo. Their success comes from blending humor, relatability, and consistent engagement with their audience. By using a playful, sometimes cheeky mascot Duo and tapping into trending formats, they keep users entertained while subtly promoting language learning, striking a perfect balance between fun and purpose.

While I haven’t led a full campaign myself, I’ve contributed to fundraising efforts for Operation Smile and other student clubs, where authentic storytelling and community engagement were key to our success. I also previously ran a TikTok account with viral posts, though it’s no longer active as I stepped away from personal use of the platform. These experiences taught me that genuine connection, clear calls to action, and consistent engagement are essential to making a campaign go viral.

To make Robyn go viral, I’d start by crafting a series of authentic, emotionally resonant short videos that showcase real people using Robyn to navigate everyday emotional challenges, moments that feel deeply relatable yet hopeful. Pairing these clips with trending sounds and captions that invite users to share their own stories would build genuine community engagement quickly. Amplifying this through targeted social media ads and partnering with micro-influencers who value mental health and self-discovery would create both reach and trust.