Dead Duo & Bold Moves: Rebeca Ricoy on Building a New Marketing Playbook at Duolingo

Join host Johanna Salazar on The Media Machine as she delves into the innovative marketing strategies of Duolingo with International Marketing Director, Rebeca Ricoy. Their discussion explores Duolingo's unique marketing strategies, including their viral 'Dead Duo' campaign and the collaboration with HBO Max for High Valyrian language courses. Rebecca highlights Duolingo's approach to combining education with entertainment to keep users engaged and the importance of not taking marketing too seriously. The conversation also touches on the challenges and tactics of localizing global campaigns, the impact of AI on marketing, and the company's commitment to making education accessible. Rebecca shares insights from her career, emphasizing the power of storytelling and the importance of a flexible and creative team.   SHOW NOTES 00:00 Introduction to Duolingo's Iconic Character: Duo the Owl 00:47 Meet Rebeca Ricoy: Duolingo's International Marketing Director 01:51 The Viral "Dead Duo" Campaign: How It All Started 05:02 Global Reaction and Adaptation: The Chaos and Success of "Dead Duo" 10:51 Localization Strategies: Adapting Campaigns for Different Markets 15:02 Duolingo's Bold Marketing Philosophy: Risk-Taking and Creativity 21:47 Entertainment with Purpose: The Secret Sauce of Duolingo's Marketing 25:45 Global Trends and Cultural Nuances 28:40 Understanding Duoingo's Demographic 29:30 Career Journey and Leadership Insights 33:34 Empowering Gen Z in the Workplace 36:45 AI's Role in Marketing and Operations 41:38 Strategic Collaborations and Partnerships 46:08 Quick Fire Questions and Closing Remarks     CREDITS The Media Machine is hosted by Johanna Salazar. Our producers are Johanna Salazar and Mia Vinciguerra.This episode was edited by Adriana Saravia. Our show art was designed by Gabriel Pareja. This episode features music, graphics and visuals from Envato Elements.      WEBSITE LINK https://mediamachinepodcast.com     SOCIALS LINKS Instagram: @themediamachinepodcast TikTok: @themediamachinepodcast Facebook: @themediamachinepodcast X/Twitter: @themediamachinepod   PODCAST LINKS  Apple Podcasts  Spotify  Amazon Music    YOUTUBE @TheMediaMachinePod ABOUT THE PODCAST  This is The Media Machine - where media, business and innovation intersect. Host Johanna Salazar will explore the future of content, technology, and entertainment through the lens of four key pillars - process, profits, people and planet. Through insightful conversations with visionaries, disruptors, and pioneers, The Media Machine unpacks the challenges and opportunities shaping the next era of media.       #MediaMachine #TheMediaMachinePodcast #MediaMachinePodcast #JohannaSalazar #RebecaRicoy #DuoLingo #HBO #MTV #DuaLipa #McDonald's #TikTok #Mad//Fest #Glean #AIIntelligence #FutureOfMedia #InnovationInMedia #MediaBusiness #ContentCreation #TechAndMedia #MediaDisruptors #BusinessOfEntertainment #MediaStrategy #EntertainmentBusiness #MediaPioneers #MediaIndustryInsights #MediaAndTech #TechInEntertainment #MediaRevolution #CreatorsAndInnovators #NextGenMedia #MediaTrends #SustainableEntertainment #MediaConversations #Mediapodcasts #MediaBusinessPodcast #DeadDuo