Emmanuel Orssaud (Duolingo) | April Fool's Day Measured in Smiles | The CMO Podcast

In this episode of The CMO Podcast, host Jim Stengel interviews Emmanuel Orssaud (Manu), CMO of Duolingo, about growth marketing and Duolingo's unique brand. Manu discusses how marketing became a powerful growth driver for Duolingo, emphasizing the importance of product strength, long-term brand building, and data-driven experimentation through their "grind and expand" formula. He shares insights into managing the brand's quirky mascot, Duo the Owl, nurturing a brand-forward company culture, and balancing brand and performance marketing. Manu also touches on Duolingo's social media strategy, career path, and personal inspirations, providing valuable lessons for CMOs and marketers.

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Emmanuel Orssaud (Duolingo) | April Fool's Day Measured in Smiles

The CMO Podcast

Introduction to Duolingo's Marketing and CMO Emmanuel Orssaud

Duo the Owl and April Fool's Day Marketing

Marketing as a Growth Driver at Duolingo

Balancing Long-Term Brand Building with Short-Term Goals and the "Grind and Expand" Marketing Formula

Guidelines and Resource Allocation for the "Expand" Category

The Birth and Evolution of Duo the Owl

Managing the Owl's Voice and Duolingo's Brand-Forward Culture

Building a Culture of Creativity, Fun, and Humility

The CEO's Appetite for Risk and Manu's Focus as CMO

Brand vs. Performance Marketing and Social Media as a Growth Driver

Data-Driven Social Media Strategy and Career Path

The Creator Brief: Learning Japanese and Inspiring User Stories

Questions for Duo the Owl and the "Death of Duo" Campaign

Key Takeaways and Conclusion

Emmanuel Orssaud (Duolingo) | April Fool's Day Measured in Smiles

The CMO Podcast

00:00Introduction to Duolingo's Marketing and CMO Emmanuel Orssaud

Introduction to Duolingo's Marketing and CMO Emmanuel Orssaud

03:55Duo the Owl and April Fool's Day Marketing

Duo the Owl and April Fool's Day Marketing

06:14Marketing as a Growth Driver at Duolingo

Marketing as a Growth Driver at Duolingo

09:31Balancing Long-Term Brand Building with Short-Term Goals and the "Grind and Expand" Marketing Formula

Balancing Long-Term Brand Building with Short-Term Goals and the "Grind and Expand" Marketing Formula

14:39Guidelines and Resource Allocation for the "Expand" Category

Guidelines and Resource Allocation for the "Expand" Category

17:32The Birth and Evolution of Duo the Owl

The Birth and Evolution of Duo the Owl

20:31Managing the Owl's Voice and Duolingo's Brand-Forward Culture

Managing the Owl's Voice and Duolingo's Brand-Forward Culture

24:43Building a Culture of Creativity, Fun, and Humility

Building a Culture of Creativity, Fun, and Humility

28:16The CEO's Appetite for Risk and Manu's Focus as CMO

The CEO's Appetite for Risk and Manu's Focus as CMO

32:33Brand vs. Performance Marketing and Social Media as a Growth Driver

Brand vs. Performance Marketing and Social Media as a Growth Driver

37:14Data-Driven Social Media Strategy and Career Path

Data-Driven Social Media Strategy and Career Path

42:01The Creator Brief: Learning Japanese and Inspiring User Stories

The Creator Brief: Learning Japanese and Inspiring User Stories

45:29Questions for Duo the Owl and the "Death of Duo" Campaign

Questions for Duo the Owl and the "Death of Duo" Campaign

51:05Key Takeaways and Conclusion

Key Takeaways and Conclusion