After the determination of X-blocking in Brazil, the Duolingo rdecided to pay tribute to his profile on the network, which had more than 250K followers, and bring one of his last tweets to the offline world.
To this end, he commissioned a billboard in the metropolitan region of São Paulo, in São Bernardo do Campo, which features a post of X with Duo, Duolingo’s mascot, in one of his most famous photos on the internet. In addition to saying goodbye to the platform, the campaign aims to remind people that the app will always be present everywhere, online and offline, to motivate and demand lessons from its students.
Those who follow Duo on social media know that it spares no effort to be close to its users and adapts to the tone of voice of each one, which is one of Duolingo’s successful marketing strategies in the country. Even though it migrated its content creation to other social platforms, such as Threads and Bluesky – where it is already the most followed brand by Brazilians in just a few days – Duolingo wanted to reinforce its strong presence through OOH (out-of-home) media, to bid farewell to X in style.
“Since we started working with Duolingo Brazil’s social media, X has always been a platform where Duo, our mascot owl, has starred in iconic moments, participating in conversations and memes of the moment and interacting with users with a great sense of humor. That’s why, with the network being blocked in the country, we decided to immortalize one of our last tweets and bring it to the offline world, reminding our students that we will be there to motivate them to learn a new skill with the app wherever they are.” says Analigia Martins, marketing director for Duolingo in Brazil.
“A network as important as Duolingo’s X deserved a fitting farewell. So, we created a quick action – that breaks down the barrier between online and offline – and that continues our strategy of entertaining to be remembered, to be remembered so that no one forgets the lesson. After all, networks may go down, but Duo will always be online, no matter which network it is.” says Luiz Barrella, head of creative planning at the Jotacom agency.
The action was created by the advertising agency Jotacom and will be available for the next few weeks.
