Marketing Currents - Business and Marketing Current Events

Mascots might be the key to a successful TikTok strategy for brands


The TikTok algorithm works in mysterious ways, but one thing’s for sure: Brand mascots have been popping up left and right on the platform lately.

Duolingo’s owl mascot, Duo, might be the category’s A-lister, helping the language-learning app rack up nearly 3 million followers on TikTok (compare that with McDonald’s, which currently has 2 million).

Click here to read the story at

Discussion Questions:

  1. What is branding?
  2. What is a mascot?
  3. Why do you think some brands use mascots as part of their branding strategy?
  4. Why don’t ALL brands use mascots?
  5. What are three examples of brand mascots?
  6. Do any of your favorite brands have mascots?
  7. Why do you think more and more mascots have been popping up on TikTok lately?
  8. Have you noticed any examples of brand mascots on TikTok? If so, which ones?
  9. According to this story, how might featuring a brand mascot on TikTok be a successful marketing strategy?
  10. Do you agree that including mascots as part of a TikTok marketing strategy could be the key to success on the platform? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.