Lily is an ARMY
Yeah, so Lily spent forever trying to figure out her identity on the Duolingo page. Meanwhile, Duo’s out here eating up the spotlight. But Lily’s rising now. She’s an ARMY. And not one of those baby ARMYs who just discovered ‘Butter’ last week. She’s been through the hyyy era, and she's in line.
Building a new identity for a mascot on a page like Duolingo, where Duo already has the spotlight, isn’t easy. So when it came to introducing Lily, we knew we had to give her more than just a look. She needed a personality people could instantly connect with. And what better way than to tap into one of the most passionate, recognisable communities on the internet?
We made Lily an ARMY.
Even if you don’t listen to BTS, you can recognise what being an ARMY looks like. The excitement, the energy, the obsession. So when BTS announced the biggest comeback of all time, we built an entire campaign around it with Lily at the heart of it. She reacted like a real fan would. She started prepping early, transformed the page into a fan zone, and rallied other ARMYs from across India to join in.
People didn’t just see Lily. They related to her. They engaged, they posted, they shared her on Twitter. She wasn’t just a mascot anymore. She was one of them.
So yeah… thanks, BTS. I owe you one.