Zaria Parvez’s Post

The BEST product marketers are water bottle brands. It feels like every 2 years, there's an ✨ IT ✨water bottle that you must obtain. At the gym, at school and work - they're a status symbol. They all pretty much keep your water cold and carry the same amount of liquid. So what brings in the change? As a high school girl in Oregon, your water bottle was an extension of your style and personality. It wasn't until the Hydroflask came along that water bottles became a staple part of what you grab when going out the door: your phone, your keys, your wallet, your water bottle. I distinctly remember purchasing my first bright green Hydroflask in 2016 and never letting go of it. I made sure that bottle was on my school desk, in my backpack pocket - I wanted people to see I had it. It’s also pretty remarkable the nostalgia each water bottle brand holds for each phase in my life. So, how did they do it? Read more here:

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Disney and Pixar’s incessant attention to detail is one of the very reasons why craft is crucial to storytelling and longtail brand building. Each of the characters (except for Joy - we’ll get to that!) have eye colors that match their emotions. Anger’s eyes are red. Sadness’s eyes are blue. Disgust’s eyes are green. But why are Anxiety’s eyes green? And Joy’s eyes blue? Anxiety’s eyes are green because scientific research has found one of the key contributors to anxiety is having the emotion disgust. Anxiety’s eyes are green because she has a little bit of disgust inside her. As for Joy? Her eyes are blue because you can’t experience joy without feeling sadness. Imagine Disney’s social team breaking down these little moments of craft. It would be the perfect strategic storytelling only they can do.

In 5 years, social media managers l hope will be qualified to run for Creative Director positions as well. In 2 years, early adopters (in this case, brands that see the astronomical value in social) will make it happen. As marketing evolves, leadership positions will too. Edit: And, yes, of course CMOs. But looking at a more short term trajectory of the industry.

A lot of senior people ask me how to get their social channels to be more like Duolingo. Being more like Duolingo means giving your team creative freedom, creating quick turnaround times and having everyone on board with taking risk from the content creators to the CEO. I don't believe any of the content we've made at Duo is revolutionary. What I do believe is revolutionary is that social-first thinking is encouraged and empowered by every single team at Duolingo. From legal, to senior leadership, to linguists, to PR - you name it. You can't expect results if you don't even let your social team try.

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