Most brands don’t know how to be funny online. They see something trending, rush to join in, and end up sounding like the social media equivalent of a dad trying to use slang he doesn’t understand.

Duolingo, on the other hand, actually knows what it’s doing.

Instead of the usual engagement-bait nonsense, they took a completely different approach: they staged the “death” of their mascot, Duo the Owl, and strongly implied that Drake was responsible.

On February 11, Duolingo posted an official statement: Duo, their well-known and slightly terrifying green owl, had died. But they didn’t just say he was gone. They turned it into a full-blown investigation.

• They acknowledged that Duo had many enemies but asked people not to share why they hated him—unless they also dropped their credit card number.

• They referenced his long-standing crush on Dua Lipa and asked people to respect her privacy.

• They hinted that an actual investigation was underway.

Then, in the comments, they made it even better:

• A user wrote, “We will find them.” Duolingo responded, “Please check subplot 1.”

• Another person said, “Damn you, Drizzy.” Duolingo replied, “Legal has advised me not to confirm or deny.”

And if you’ve been following Duolingo, you know this wasn’t random. Duo has been trolling Drake for months. When someone asked who Kendrick should bring out at the Super Bowl, Duolingo responded, “Glad I’m not the only owl with a BBL on this list.”

Most brands treat social media like a box to check. They try to be part of a trend but add nothing to it. That’s why the comments under Duolingo’s post were full of brands making the most predictable, surface-level jokes imaginable.

• Kleenex: “We need a tissue for this.”

• Random fast-food chain: “Gone but never forgotten.”

Meanwhile, Duolingo was out here building an actual narrative.

1. This Wasn’t Just a Random Joke

Duo and Drake have history. This wasn’t an attempt to go viral for the sake of it. It was part of an ongoing brand voice that people are already invested in.

2. They Fully Committed

Most brands would have just posted “RIP Duo” and left it at that. Duolingo didn’t just play along—they turned it into something bigger.

3. They Actually Let Their Social Team Do Their Job

You can tell this post wasn’t run through ten layers of approvals. It wasn’t watered down into some generic, risk-free joke. It felt like an actual person wrote it, which is why people cared.

Duolingo is winning on social media because they understand one simple thing: people don’t engage with content that feels like it was written by a corporate committee.

• They take actual risks.

• They don’t overthink every post.

• They tell stories, rather than just reacting to trends.

Most brands won’t do this because they’re too focused on playing it safe. That’s why Duolingo keeps winning, and every other company sounds like an out-of-touch intern searching for engagement.

Now, Duolingo has two paths:

1. Duo returns. Maybe he faked his own death. Maybe it was all a setup.

2. They stretch this out. Maybe they tease a legal battle. Maybe there’s a revenge arc. Maybe they drag Drake into this even further.

Meanwhile, every other brand will still be commenting, “Thinking of you during this difficult time.” 

If your brand actually wants to stand out, stop trying to be funny in a way that’s been approved by five different executives. Trust your social team. Let them take risks. Give people a reason to care.

Or just keep doing what you’re doing, and watch as Duolingo continues to make every other brand irrelevant.