When it comes to branding, choosing between a mascot or a human face can define how a brand connects with its audience.
Brands choose mascots or human faces for different reasons, depending on the goals and personality of the brand. A mascot offers a playful, versatile image that can transcend age, culture, or gender, making it an ideal choice for brands targeting a broad or younger audience. Mascots also build emotional connections through humor and brand recognition, like Duo from Duolingo or Kellogg’s Tony the Tiger, becoming symbolic figures that make the brand instantly identifiable.
On the other hand, some brands opt for a human face to establish authenticity and trust. Celebrities, influencers, or brand employees can embody a brand’s identity and offer a sense of real-world credibility and relatability amongst the target audience. For example, the athleisure brand TALA leverages its founder Grace Beverley’s influencer status to showcase its products. The target audience can see themselves in Grace and find her career journey aspirational.
Ultimately, whether a brand chooses a mascot or a human ambassador depends on its desired image, audience, and the product you’re marketing.
Duolingo takes the crown as the champion of brand mascots. Duo the Owl is the face of the language-learning app and has been central to the brand’s marketing strategy over recent years specifically targeting Gen Z humor and meme culture.
Duolingo’s latest viral moment unfolded at a Charli XCX concert, where Duo’s signature “brat green” feathers were the perfect accessory. A team of Duolingo employees attended the opening night of the Charli XCX and Troye Sivan ‘Sweat’ tour, wearing oversized Duo the Owl costumes. The group quickly became a spectacle, drawing attention both in the crowd and across social media. Charli XCX herself amplified the stunt by shouting, “Duolingo right there, baby!” mid-performance, turning the playful marketing moment into an even bigger cultural moment.
The results were impressive, with content surrounding the stunt reportedly racking up over 20 million impressions. The initiative showcased Duolingo's ability to tap into pop culture and connect with its target audience through humor and culture while demonstrating how a well-integrated mascot can enhance brand recognition and create a sense of community.
With over 13 million TikTok followers, Duolingo has set the trend for brands leveraging mascots to boost and engage their social media audiences. Gen Z in particular is drawn to brands embracing quirky, unhinged content, and mascots are proving to be the perfect way to embrace this playful, chaotic energy.
Scrub Daddy uses its smiley-faced sponge mascot to blend humor and pop culture references together to create playful skits. The account's content is informal, spontaneous, and consistently taps into viral moments to maintain a fresh, engaging presence. This approach has enabled Scrub Daddy to grow a TikTok following of over 4 million.
Ryanair has successfully grown its social media presence, particularly on TikTok, using animated eyes and a mouth superimposed on its planes to make controversial jibes about the airline itself, playing into customer complaints, or luggage hacks. A significant amount of Ryanair’s initial social media growth came from debates about the "face" behind Ryanair, with social media users speculating it could be Irish influencer Olivia Neill. The mystery and humor around this character have fueled discussion, making the airline relatable to younger audiences.
Don’t miss the mark
Duolingo, Scrub Daddy, and Ryanair all use mascots to boost social media engagement, relying on a humorous and lighthearted tone. However, there have been times when company’s use of mascots or non-human characters as the "face" of their social channels has blurred the line with reality and missed the mark.
For example, the digital fashion and lifestyle magazine SheerLuxe recently faced backlash after introducing an AI influencer who was portrayed as an Arab woman on its social media platforms. Critics argued that instead of using artificial intelligence to simulate diversity, the company could have hired a real, diverse individual, raising concerns about representation and authenticity.
Using mascots can be an exciting way to drive engagement for brands, but it's crucial to understand the balance needed for success.
Before introducing a mascot, it’s important to evaluate if it aligns with your brand's positioning. Does the mascot embody your brand’s values, tone, and message? A quirky, playful character may be fun, but if it doesn't reflect the personality or goals of your brand, it could create confusion or weaken brand recognition.
Equally important is knowing when to use mascots versus real people – experimentation with AI can be valuable, but authenticity and representation should never be compromised.
To learn more about how your brand can make an impact on social media by experimenting with the unhinged and wacky, reach out to us at hello@digitalvoices.com.
