Duolingo - Social Media｜



Being appointed to launch Duolingo’s TikTok and Instagram channels in Japan was both exciting and daunting. It’s not every day you’re handed a 1.5 by 2-meter, famously unhinged green owl to create content with for one of social media’s most iconic brands.

In our first two years, we grew Duo’s TikTok channel from 0 to 2 million followers, produced 50+ viral videos (1M+ views), and consistently ranked among the top three brands in engagement on Japanese TikTok. We collaborated with some of Japan’s top creators and some of the world’s most cherished IPs like Star Trek, Pac-Man and Sonic the Hedgehog—a personal hero and mentor.

More than jumping on trends, we created new lore for the brand, gamified AR filters, and on-off activations— basically entertainment that engaged our audience and nudged them back to the app to do their lessons.  
Role: Creative Director / Mascot Performer
(I promise, pictures available upon request)

Agency: UltraSuperNew, Tokyo

Results:
TikTok: From 0 to 2M followers
Period: May 2023  - April 2026

Instagram: From 0 to 230K followers
Period: December 2024 - April 2026