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Tango, a major mobile communications app with more than 75 million active users in over 200 countries and territories, was seeking to expand
its reach in the U.S. Hispanic market. Tango over-indexes with U.S. Hispanics and wanted to build on the foundation of its organic growth. To accomplish this, Tango hired Mosaico to develop and implement a communications plan.

Objective

Our primary objective was to introduce the Tango app to the U.S. Hispanic market and, promote upcoming updates and a new stand-alone app designed to expand Tango’s ecosystem.

Challenge

Tango had never conducted a public relations campaign in the U.S. Latino market, and it competes with other widely used mobile communications apps.

Strategy

Mosaico focused its efforts on promoting the launch of Tango’s new Music Pix app to adapt to its audience’s the evolving needs. When marketing the new app, Mosaico directed its outreach beyond tech trade media and sought to also place the story in general market media outlets to appeal more directly to U.S. Hispanic consumers. Mosaico targeted U.S. based media with wide distribution across Latin America through a variety of platforms, e.g., cable television, radio and the Internet.

Results

Mosaico’s campaign resulted in interviews with company executives by some of the most respected Hispanic media outlets in the country. Coverage included interviews on CNN en Español Radio and Terra.com, which has over 2 million unique monthly visitors in the U.S. alone. Mosaico also obtained Music Pix coverage on KDTV-Univision’s San Francisco Al Despertar morning show as well as on CNN en Español’s tech show Clix, which has 31.5 million viewers in Latin America and 4 million in the U.S. Mosaico’s successful implementation of its strategy provided Tango with multi-platform exposure across the U.S. and throughout Latin America.