Scrolling through TikTok and suddenly seeing Duolingo’s green owl, Duo, dressed as one of Netflix’s infamous “Squid Game” pink guards is not your typical ad moment. It’s hilarious, a little unsettling, and totally on-brand for Duolingo. With its playful “learn Korean or else” campaign, the language app has managed to turn heads and stir up conversation in the best way possible.
This campaign isn’t about jumping on the “Squid Game” bandwagon; this is a well-executed, smart marketing move, really proving how creativity and cultural relevance come together in a perfect mix of marketing gold. Now, let’s break down exactly what made this campaign so effective and how other brands can take notes from Duolingo’s playbook.
Tapping into a global phenomenon
What really set Duolingo’s campaign apart was its timing. “Squid Game” is not a TV show; it’s a movement, a cultural phenomenon that has created conversations and driven fans to now learn Korean. After the first season, Duolingo saw a significant spike in Korean learners, and they smartly used the second season to amplify that interest.
Partnering with Netflix, Duolingo didn’t just create a clever ad—they went all in. They added phrases from “Squid Game” to their Korean course, launched an interactive TikTok filter to test users’ Korean skills, and even dropped a catchy K-pop remix called “Korean or Get Eaten.” With billboards in major cities and TikTok dance challenges, the campaign became an inescapable moment across platforms.
Why Duolingo’s campaign is working
This campaign works on multiple levels:
- It’s funny and self-aware: Using “Squid Game” to turn Duo into a pink guard is such a smart and ridiculous idea. This is the kind of humor that would make viewers stare and grin. The cheeky tone made the campaign memorable and attractive.
- It’s multi-channel and immersive: Whether you’re on TikTok, driving past some cryptic Korean billboard, or watching Duo dancing around with pink guards on Instagram, the campaign doesn’t stop making its presence known to you. It is a marketing ploy to make sure you get all the points.
- It connects learning with entertainment: Adding “Squid Game” phrases to the Korean course wasn’t just a gimmick; it gave fans of the show a fun reason to start learning. It shows that Duolingo understands how to make language learning engaging and relevant.
- It’s culturally relevant: By tying their campaign to a show as globally loved as “Squid Game,” Duolingo became part of a larger cultural conversation. It’s a smart way to align their brand with something their audience already cares about.
What brands and entrepreneurs can learn from Duolingo
Here are a few lessons to take from this campaign:
Ride cultural waves with purpose
When something dominates cultural conversations, find a way to get involved authentically. Duolingo didn’t just reference “Squid Game”; they tied it back to their core mission of making language learning fun and accessible.
Let your brand’s personality shine
Duo’s mischievous and playful persona is central to Duolingo’s identity. Your brand doesn’t have to be serious to be taken seriously—showing personality can make your campaigns more relatable and engaging.
Meet your audience where they are
Duolingo used TikTok, billboards, and social media to connect with users wherever they spend their time. Take a multi-platform approach to ensure your message reaches the widest audience possible.
Invite your audience to play along
From TikTok filters to dance challenges, Duolingo made an interactive campaign. An invite for people to participate is not only going to enhance engagement but also make your brand feel more like a community.
Bold moves make big waves
Duolingo’s “Learn Korean or Else” campaign is a reminder that marketing doesn’t have to be boring. By combining humor, cultural relevance, and interactive elements, they created a campaign that resonates with audiences while staying true to their brand.
To brands and entrepreneurs, that would spell one thing: never be afraid to go big, take risks, and have fun with your marketing strategy. The best campaigns aren’t only about trying to sell a product but are about creating an experience in which people want to be a part. If you can do that, you’ll win your audience’s attention and loyalty in one bold move.
FAQ’s
How can my brand effectively leverage pop culture in marketing?
Stay attuned to current trends and identify elements that align with your brand’s identity. Thoughtfully incorporate these into your campaigns to resonate with your target audience.
What are the benefits of multi-channel marketing campaigns?
Utilizing multiple platforms increases your campaign’s visibility and allows you to engage with different segments of your audience, enhancing overall reach and effectiveness.
How do collaborations enhance marketing campaigns?
Partnering with other brands or entities can provide access to new audiences, add credibility, and create more engaging content, leading to a more impactful campaign.