Duolingo appoints FRED & FARID Shanghai to handle its Social Media Account for Chinese Market

FRED & FARID Shanghai has been chosen by Duolingo, the world’s leading language-learning platform, to orchestrate its social media strategy, content creation, and community management for the Chinese market following a competitive pitch process.

Boasting over 100 million monthly active users, Duolingo has revolutionized language education with its gamified approach, offering courses in more than 40 languages and making learning accessible to people of all ages and backgrounds globally. As China’s language learning market experiences robust growth in 2024, ​ this strategic partnership signals Duolingo’s commitment to expanding its footprint and engagement across China’s dominant social platforms, with a primary focus on Douyin (TikTok’s local counterpart) and the popular lifestyle platform RED.

FRED & FARID Shanghai has assembled a dedicated team from its social media and influence division. These experts are poised to amplify Duolingo’s brand presence in China with a tailored approach, particularly on Douyin. The agency’s strategy aligns Duolingo’s global brand voice with content that resonates profoundly with Chinese audiences. By leveraging newsjacking, trending topics on Douyin, and key cultural moments in the Chinese calendar, FRED & FARID Shanghai creates content that is witty, hilarious and at times weird—while maintaining the sassy and engaging spirit. 

Central to this strategy is the amplification of Duolingo’s iconic characters, especially Duo – the world’s sassiest green spokes-owl – and Lily – the moodiest purple-haired girl we’ve met so far, which have become synonymous with the app’s playful learning experience.

“Partnering with an innovative and beloved brand like Duolingo is exhilarating,” says Feng Huang, President and Executive Creative Director at FRED & FARID Shanghai. “Duolingo’s mission to make language learning accessible and enjoyable for millions globally is truly inspirational. Our goal is to deepen the connection between Duolingo and its Chinese users through engaging, culturally relevant content that vigorously entertains and educates.”