The intention for Tango on social was simple: spark conversation, stir up mischief, and dominate feeds with gritty, bold and messy social-first chaos. We wanted the brand to become relevant and cultural flex amongst rebellious, care-free Gen Z Brits - at a time when they need it most.
Leveraging behavioural insight around Gen Z - such as looking to social for better entertainment (56%) and escapism (53%) - we were consistent in offering our audience a swap from the chaos in the UK, for Tango-fuelled, unapologetic, and joyful freedom.
Creatively, we ensure that every piece of content created features a ‘Tango Stance’ - our POV as a brand - and a ‘Tango Twist’ - an element of surprise within each execution.
By applying this with our distinct social proposition we are able to create every asset with the intention to grab and retain attention, while offering a unique approach and unexpected pay off to earn engagement, convey a consistent personality and fuel growth.
And it’s worked…
Within four months of launching our strategy, we saw rapid growth across Tango’s TikTok account alone, due to our culture-led approach; and a focus on SEO optimisation to drive discovery - leveraging TikTok's algorithm, and the ‘if-you-know-you-know’ culture that thrives on this platform to help drive relevant and strategic content, tailored to the platform.
Across 32 posts in this time, we exceeded 1.3M Views and grew Tango’s Following by 12,400+.