Memes for Marketing: How Hyundai and Duolingo Are Winning the Internet

Memes aren’t just for internet humor anymore—they’re becoming a powerful marketing tool that builds brand trust and engagement. The key? Using them strategically, not randomly. Two brands that have absolutely nailed this approach are Hyundai and Duolingo, each taking a unique but effective route to viral success.

Hyundai’s Viral Cat Meme: A Calculated Win

If you’ve been on social media recently, you’ve probably seen the spinning PNG cat meme. This simple, goofy clip, paired with the ‘oioioio’ audio, started as absurd internet humor but quickly took off. Hyundai jumped on the trend, incorporating the cat into their own marketing—turning their usual 1 million views into 15 million.

The internet response was overwhelmingly positive:

“Give the marketing director a raise!”
“How did this even get approved?!”

And that’s the beauty of it—this wasn’t an accident. Hyundai knew exactly what they were doing. They identified a trending format, understood the humor behind it, and adapted it in a way that resonated with their audience. The result? A flood of engagement, increased brand awareness, and a positive perception of Hyundai as a fun, relatable brand.

Duolingo: Creating Their Own Meme Culture

While Hyundai capitalized on an existing meme, Duolingo has taken a different approach—they’re making their own. Rather than hopping on trends, they’ve leaned into their brand’s quirky personality, turning their mascot (Duo the Owl) into a cultural phenomenon.

One of their most notable strategies has been crafting a “cult-like” narrative around the brand, playing into jokes about how Duo aggressively reminds users to practice their language lessons. They’ve created skits, social media series, and interactive content that makes users feel like they’re part of an inside joke— and that’s the magic of it.

This strategy fosters deep audience engagement because it’s uniquely theirs. They aren’t just using memes; they’re becoming a meme themselves.

How Businesses Can Use Memes Effectively

Memes can be an incredibly powerful tool, but only if used correctly. Here’s what businesses can learn from Hyundai and Duolingo:

✅ Do:

Stay on top of trends. Meme trends move fast—using them at the right moment is key.
Understand your audience. Not all memes work for all industries. Pick the ones that fit your brand voice.
Commit to the joke. Half-hearted or “corporate” meme attempts often fall flat. Be bold, have fun, and execute with confidence.

⚠️ Don’t:

Force a meme where it doesn’t fit. If it feels unnatural for your brand, don’t do it.
Overuse memes at the expense of traditional marketing. Trends fade, but consistent brand messaging and high-quality content endure.
Ignore potential backlash. Some memes carry cultural or political weight—know the context before jumping in.

Final Thoughts

Memes aren’t a replacement for traditional marketing, but they’re an amazing tool for humanizing your brand, increasing engagement, and staying culturally relevant. The key is to use them strategically, like Hyundai did with trend-jacking or Duolingo did with brand storytelling.

Want to see an example? Check out our own Capture Chaos take on the spinning cat meme here.