In 2021, Duolingo’s TikTok strategy went rogue. What started as basic brand content quickly turned into chaotic skits starring the company’s green owl mascot — chasing employees, thirsting after celebrities, and gleefully threatening users who skipped lessons.
Instead of controlling the narrative, Duolingo leaned into absurdity. The owl became a character with a chaotic identity — unhinged but memorable. The content blurred the line between parody and promotion, earning millions of views, free press, and a cult following. All without spending a dime on paid reach.
Why it worked
– They embraced humour over polish – They gave their brand a distinct voice — and a main character – They let the social media manager be weird (on purpose)
Takeaway for your brand
Not every industry can afford chaos — but every brand can afford personality. If your content feels too safe, it probably is. Pick a voice that breaks the scroll.
The Intergovernmental Panel on Climate Change (IPCC) releases some of the most important climate science in the world — and almost no one reads it. The reports are long, dense, and packed with technical language.
Enter a new wave of science communicators, climate designers, and Instagram explainer accounts. They translated the data into charts, visuals, and bite-sized carousels that made the science human, urgent, and shareable. From bold summary slides to colour-coded climate impact maps, the new formats reached audiences the original report never could.
Why it worked
– They prioritised clarity over completeness – They made complex data emotionally legible – They treated design as a core part of communication, not an afterthought
Takeaway for your brand
If your message isn’t landing, it’s not always the message — it’s the format. Translate complexity into clarity, and you don’t need to simplify the science to make it powerful.
What if you could predict the impact of a climate technology — before funding it?
Rho Impact builds forecasting tools that help investors, startups, and governments quantify the real-world environmental outcomes of their decisions. From early-stage climate tech to municipal bonds, their software translates ambition into measurable emissions data — before a dollar is spent.
Why it matters
– Pioneers impact forecasting for avoided carbon emissions and climate ROI
– Tools like CRANE and Koi are used by 4 000+ funders and analysts globally
– Has influenced $1.5 billion in climate innovation deal flow to date