This post describes 5 creative ways to generate buzz on April Fools' Day this year. April Fools brings creative freedom for marketers that other holidays don’t. Some brands have launched fake physical products, such as Google’s “smart” tulip or Duolingo’s in-person push notifications. Launching an impossible feature can also generate buzz, such as Tinder’s “height verification tool.” Making an intentional “mistake” is also an option, for example, Warner Bros' “leak” of its Detective Pikachu film on YouTube.

Duolingo's VP of Engineering Sean Colombo shares five crucial growth lessons learned over five years that resulted in 6x growth in DAU. Colombo provides a handful of insights into Duolingo's sustained growth in product development and user engagement by highlighting the importance of urgency, strategic advantage identification, and prudent notification management. Duolingo continues to thrive in the competitive market by experimenting smartly and focusing on users.

Duolingo has acquired the Detroit-based animation and motion design studio Hobbes and its 12 designers and animators to form its first dedicated motion design team. The acquisition, which aims to enhance the app's animation and make learning fun and engaging, follows Duolingo's 2022 purchase of another Detroit-based studio, Gunner. The new team, which will remain in Detroit, will strengthen Duolingo's motion design capabilities and improve user experience, fueling better learning outcomes.

Duolingo's 2022 app redesign initially sparked significant outrage, but the CEO maintained that the changes were science-based and aimed at improving the experience for new learners. A year later, the app experienced a 63% increase in daily active users and a 44% revenue boost. Brands should ensure that major changes align with their core values rather than chasing trends. To prepare for such changes, gradual rollouts, self-help resources, and incentives for early adopters are essential. Feedback loops should be implemented, along with metrics to monitor performance.

Duolingo's owl mascot, Duo, has undergone a controversial redesign. The owl appears sick with a runny nose, drooping eyes, and sweaty face. This change is a marketing strategy intended to boost user engagement by grabbing attention. Despite the alarming new look, the app and Duo's in-app appearance remain unaffected. Users have had mixed reactions - some find the latest look creative, while others are disturbed or confused by the sickly appearance.

In a recent article, Rosie Hoggmascall explores the emotional dynamics of user engagement with Duolingo, particularly focusing on the app's aggressive reactivation strategies. Despite the fact that many users maintain a streak of seven days or more, Hoggmascall finds herself among those who receive frequent reminders to return to the app. The messaging from Duolingo oscillates between being overly clingy and oddly authoritative, leading to a perception of the app as erratic and even abusive. This characterization has been echoed by various media outlets, with Business Insider labeling Duolingo as the "meanest app in the app store." Duolingo's marketing tactics have proven effective, particularly among younger users, with a significant portion of their growth attributed to organic channels like TikTok. The app's quirky and sometimes chaotic branding, represented by its mascot, Duo the Owl, has resonated with many, contributing to impressive user engagement and revenue growth. Hoggmascall delves into the specifics of Duolingo's email strategy, analyzing the language, imagery, and emotional triggers used to entice users back into the app. The article highlights a shift in Duolingo's messaging over time. Initially, the emails conveyed a sense of disappointment, urging users to "keep the owl happy." However, this tone has evolved into a more playful and varied approach, focusing on themes like maintaining streaks, quick lesson durations, and the idea of "mouldy" skills that need refreshing. The emails are designed to elicit emotional responses while minimizing cognitive load, making it easy for users to jump back into learning. Hoggmascall notes the cadence of emails, which typically does not exceed two per day, allowing for a manageable user experience. The initial barrage of emails aims to capitalize on early user motivation, gradually tapering off to avoid overwhelming recipients. The simplicity of the email design, featuring a consistent call-to-action and engaging animations of Duo, further enhances the effectiveness of the communication. Ultimately, Hoggmascall finds herself more amused than emotionally damaged by the experience. The evolution of Duolingo's messaging from a threatening tone to a more entertaining and relatable approach reflects a strategic understanding of user psychology. The article concludes with insights into the effectiveness of Duolingo's tactics, emphasizing the importance of emotional engagement, simplicity in communication, and the value of pacing in user outreach.