Duolingo's 'Social Soap Opera' Campaign Takes China by Storm
Duolingo, the renowned language learning app, took China by storm in 2025 with a unique social security campaign. The campaign, dubbed a 'social soap opera', saw the app's iconic green owl, Duo, transform into a social character, captivating millions across Douyin and RED.
Duolingo's campaign was a three-act series, each act more engaging than the last. In Act I, Duo performed Sichuan opera's face-changing art, embodying transformation and playfulness. This act alone generated over 17.9 million views, 745,000 likes, and 400,000 reposts between June and August 2025.
In Act II, Duo had a 'wedding' with Luckin Coffee, sparking a frenzy both online and offline. Limited edition drinks and collectible cups were introduced, further boosting the campaign's popularity. Act III saw Duo enter a Shaolin-inspired 'monk mode', reframing language learning streaks as daily practice. This final act solidified Duo's status as a cultural phenomenon in China.
FRED & FARID Shanghai played a pivotal role in the campaign's success. They created a new dialect for Duolingo that resonated with Chinese Gen Z, combining humor, unpredictability, and a love of learning into what they termed 'fastertainment'. The agency aimed to make Duolingo speak 'fluent feed: fast, funny, memorable'.
Duolingo's serialized 'social soap opera' campaign in China was a resounding success. The app's transformation into a social character, along with FRED & FARID Shanghai's innovative approach, resulted in over 17.9 million views, 745,000 likes, and 400,000 reposts. Duo's cultural impact in China is undeniable, with the campaign creating unforgettable moments and making Duolingo speak 'fluent feed'.
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