Since launching its TikTok presence back in February, Duo, which Parvez says is a sassy and fiercely loyal owl, has landed a number of viral TikToks by riffing off of trending audio clips. A lot of it is testing, seeing if something works or work.”Īnd seemingly, the big green owl works. “This is part of our origin story right now. “A lot of brands are just figuring out TikTok, ourselves included,” Parvez said. Once, Duo responded to a comment from McDonald’s Canada by taking a dig at the chain’s ice cream machines, which are notoriously broken. Community management is another key element of the social strategy, in which Parvez and her team regularly respond to comments on the brand’s posts as Duo, sometimes with a video. Sometimes those TikToks get others in the office involved and most recently, TikTok star Rod Thill (or on TikTok). Filming TikTok content alone can take anywhere from 15 minutes to a couple of hours, not an easy feat considering the bulky owl suit can be hard to maneuver, she added. Those hours she spends scrolling through social media are actually a way for her to do social listening, a key part of her social media strategy before building a report, pitching content ideas and occasionally stepping into the big green owl suit to film as brand mascot, Duo the Owl.Ĭollectively, it takes up the better part of her workday. In her first job out of college, Parvez is one part of the brains behind language-learning platform Duolingo’s TikTok account, which currently has 1.9 million followers - and counting. But unlike most people, it’s not a bad habit. Soon after, social media flooded with memes such as “Spanish or vanish” and funny variations on Duolingo’s notifications.Most workdays start with an hour or two of scrolling through social media for 23-year-old Zaria Parvez. Hype around the green owl began growing in 2019, when Duolingo published an April Fool’s video featuring a real-life gigantic owl reminding users to complete their language lessons. In addition to the Roblox activation, Duolingo’s owl also made its debut on Decentraland, where a gigantic digital version appeared on a main area with a sign that calls out specific users to finish their language lessons. “We wanted to take this love that we've already seen and amplify that by jumping into the space and creating our own our own activation.” That usually means connecting with new audiences, ones that we haven't reached yet or connected with,” shared James Kuczynski, Duolingo’s creative director. “Duolingo’s mission is really about making the best education world and making it universally available. Eventually, the company sees an opportunity to expand its presence across different Roblox worlds with digital Duolingo merch. Roblox’s user base gives Duolingo the opportunity to connect with audiences that have yet to learn a second language. Twenty games that made it into the official hub include Flappy Owl, a variation of the popular 2013 game Flappy Bird, and Duo Galaxy, a game that explores outer space. To build on the momentum, Duolingo launched a game jam on Roblox where platforms’ developers could submit games featuring the app’s TikTok-famous mascot. Many of these games have received positive reception and millions of views on YouTube. The language-learning app partnered with MediaMonks to amplify its growing unofficial presence on Roblox, where users have been creating games and avatars featuring the brand’s beloved owl mascot. Duolingo’s meme-famous green owl mascot can remind you to complete your language classes all the way in the metaverse.
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