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Duolingo

The hottest club for learning a new language through games.

34
/40
Community:

Interest Community

Language learners

Powered by bite-size lessons and snackable content, Duolingo is a science-based app providing simple, effective and interactive ways to learn a new language. It allows learners to connect with communities and cultures they care about authentically.

Identity

7
/10

Through gamified features, Duolingo makes mastering languages fun and entertaining by reinforcing language learners’ progress. Users can show their goal-based accomplishments on their chosen social channels by sharing Monthly Badges, Years in Review, #StreakOfTheWeek, and the ultra-exclusive Duolingo online club "The Streak Society" for members who maintained their streak for 365 days in a row. 

To promote diversity beyond ethnic backgrounds, Duolingo released a set of LGBTQIA+ characters and depictions of queer realities in its daily language-learning exercises. "We have three established queer characters: Lin, Bea, and Oscar. Lin dates women, Bea dates both men and women, and Oscar’s into men (although he’s as discerning with men as he is with his cheeses and pretty much everything else).”

Lin, a character on Duolingo representing the LGBTQIA+ community.
Lin, a character on Duolingo representing the LGBTQIA+ community. "We have three established queer characters: Lin, Bea, and Oscar. Lin dates women, Bea dates both men and women, and Oscar’s into men (although he’s as discerning with men as he is with his cheeses and pretty much everything else)." (Source: Duolingo)

Social Capital

9
/10

It's official: Duo, the brand's persistent owl mascot, has reached meme status and taken the internet (and even the metaverse) by storm. After noticing players using Duo-themed avatars on Roblox and Decentraland, Duolingo responded by launching a game jam where developers can submit their ideas to be featured in its virtual space.

It's official: Duo, the brand's persistent owl mascot, has reached meme status and taken the internet (and even the metaverse) by storm.
Source: Twitter

Oneness

10
/10

To reinforce connection within different communities, Duolingo supports mainstream languages (English, French, Spanish...), endangered languages (Haitian Creole, Yiddish...), and even niche interest-based languages (such as Game of Thrones’ High Valaryian).

To spark a global conversation on endangered languages, the app partnered with some of America’s most iconic delis to offer breakfast to fans willing to order in Yiddish.

Duolingo playfully incorporated Yiddish into their brand activation with local Jewish delicatessens.
Duolingo playfully incorporated Yiddish into their brand activation with local Jewish delicatessens. (Source: Shorty Awards)

Mobilization

8
/10

Following the Russian invasion of Ukraine, Duolingo quickly mobilized to break down language barriers and make communication accessible by scaling up Ukrainian language courses and a phrasebook to help refugees. The app has seen a 577% increase in the number of Ukrainian language learners. This has prompted the company to donate the advertising revenue generated by learners on its platform to support relief efforts in Ukraine.

Duolingo’s Phrasebook to help refugees.
Duolingo’s Phrasebook to help refugees. (Source: Twitter)
By the numbers

55% 

Increase in annual revenue (2021)

See the other top brands of

2022

2022
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1
Duolingo
The hottest club for learning a new language through games.
34
/
40
2022
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1
Duolingo
The hottest club for learning a new language through games.
34
/
40
2022
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1
Duolingo
34
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