Launching Duolingo’s UK TikTok, in collaboration with Mother, from zero by turning Duo into a London local, built on British fandoms and internet culture.
Duolingo is one of the most culturally fluent brands on the internet, with a global fanbase built around the Duo character. The UK was a new market with no local channel and no local voice.
Launch a brand-new UK TikTok channel and build a local community from scratch. Zero paid spend. And keep the iconic global Duo character intact.
We made Duo a London local by building a team of London creators, building a whole new “UK Duo lore” that felt native to British internet culture. A tight weekly newsroom process kept content fast, relevant and entertaining.
We made Duolingo’s global mascot a London local and built a UK fanbase from scratch.
