In the first four months of 2024, social networks were very busy with brands. Of those that stood out the most, are Burger Kinga network specialized in fast foodand the Duolingo, the world’s #1 educational app. According to the performance and impact platform Zeeng, both are among the 10 brands that most engaged in the period, in which BK averaged 27 thousand engagements per publication, while Duolingo closed the four months with 23 thousand.
Within the four-month period, the fast food announced iconic campaigns and actions such as Calvo Drive-thru, which distributed 500,000 Whoppers to bald people across the country and generated more than 47,000 mentions, the partnership with Carmedin which it launched a moisturizing gloss with a grilled aroma and resulted in a 27% increase in sales in three days.
“We always seek to speak the language of our target audience, which is disruptive and bold. Since taking over this position, we have managed to fully achieve our target, which is why we follow this standard in all our communications, campaigns and actions, which reinforces our positioning and contributes to building the brand’s consistency” explains, Mayra Dietzold, Director of Marketing at Burger King.
To get closer to their end consumers and gain preference among so many competitors, brands have taken advantage of digital media to communicate with people and thus become more humanized in the “people like us” style. This way, they stay in conversations and take the opportunity to surf the hype of trends, generating engagement results.
This type of positioning generates a feeling of empathy and identification, in addition to the fun of being noticed by renowned companies. By actively participating in conversations and interacting with its followers, the brand returns public engagement, that is, the more present it is in trends, trending topics, everyday themes and memes, the more engaged this profile will be.
And that’s exactly what Duolingo does, with the aim of building a brand that inspires identification that is human and that is part of culture in an intelligent and fun way, developing an authentic connection with users. Not just monitoring what students say on social media, but creating spaces for real and fun dialogues. Thus, Duo, the app’s mascot owl, chats, supports, jokes and teaches, helping to humanize and inspire brand management. Content creation is one of the main pillars of the brand in Brazil, based on students’ own conversations and, thus, adapting to each of the social networks. This is a major differentiator of the app’s communication: creative freedom and dedicated production for each network, making the brand fluent in each of them.
Duolingo, in addition to its iconic interactions on social media, is also known for reaching out to students in all unusual places and times to motivate them to complete lessons on the app in a fun way. An example of this was the #VerãoCombinaComLição campaign, created at the beginning of the year, in which the Duo went to Rio de Janeiro and invaded one of the main vacation destinations for Brazilians with the aim of not being forgotten and not leaving the offensives (number of days after lessons on the platform are completed) of students being missed. Furthermore, the mascot also participated in the São Paulo street carnival, interacting with students in some blocks in the city wearing iconic costumes, such as the Duonley cup.
“We understand that to ensure success and good communication with our students, we need to be close to them. And that’s exactly what we aim for when we think about campaigns and interactions on our social networks. Humor is in the DNA of Brazilians and also in the essence of the Duolingo brand, helping us a lot to create an authentic connection, but always with the aim of bringing more students to the app. Furthermore, we positioned the most beloved little owl in Brazil in strategic places and integrated into the local culture so as not to go unnoticed, to further motivate and help Brazilians to continue striving and not lose the pace of their studies”, adds Analigia Martins, director of Duolingo Marketing in Brazil.
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