A marketing strategy lead at the search engine DuckDuckGo (DDG) is confronted with two separate instances of potentially damaging publicity: first, a news article alleging that compared to Google, DDG served more results that reinforced conspiracy theories, and second, social media condemnation of DDG’s announcement that it would down-rank Russian disinformation on its search result pages in the wake of the war in Ukraine. His mind raced: Would there be community backlash? Were these responses damaging to the DDG brand? Or as the saying went, was any publicity good publicity? What DDG decides to do in response to this outcry could interfere with DDG’s (perceived) brand positioning. How should DDG move forward?

This case offers an overview of search engine history, discusses how DDG differentiated itself by focusing on user privacy, and introduces the debates over its down-ranking of Russian news sources and the implications for its brand strategy. The case challenges students to think critically about different factors that make search engine platforms successful and to evaluate whether DDG is poised to grow with its current stance on user privacy.

At the Darden School of Business, this case is taught in the second-year “Digital Marketing” course; it would also be suitable in a module covering topics such as network effects, marketing communication, and privacy.