TANGO
UGC Narrative Campaign - “THR Mudik Surprise”
A curiosity-driven UGC campaign designed to spark excitement and consumer participation around Tango’s THR Mudik prize promotion, using creator storytelling to transform a snack purchase into a viral treasure-hunting experience.
41,5M+
KPI Achieved:
50 UGC
Curiosity-driven storytelling across TikTok & Instagram
Client Background
Tango is one of Indonesia’s most recognizable wafer brands, known for its positioning as the “crispy chocolate-coated waffle.”
To increase consumer excitement and drive product trial, Tango launched the THR Mudik promotion, where consumers could discover surprise rewards hidden inside product packaging.
Prizes included:
- THR envelopes
- Cash rewards
- Keychains
- 1 gram gold bars
- A motorcycle
The campaign aimed to transform the simple act of buying a snack into an exciting discovery experience that audiences would talk about and share online
The Challenge
- Convince audiences that the hidden prizes were real and not just a marketing gimmick
- Create organic social media buzz around the campaign
- Avoid overly promotional advertising that might feel forced or inauthentic
- The brand needed a content strategy that could build curiosity, trust, and excitement simultaneously.
Our Objective
Build brand recall and emotional connection by embedding Stella Jeju Orange into authentic, everyday stories that feel honest, light, and shareable.
- Create viral, curiosity-driven UGC content where creators document their experience discovering or searching for Tango prizes.
- Rather than promoting the product directly, the campaign allowed audiences to experience the thrill of the hunt through storytelling.
- The campaign aimed to achieve 15 million total views as the primary KPI.
Viral UGC Treasure Hunt
- 1,000,000 views
- 825,600 views
- 823,900 views
- 3,303,158 views
- 1,828,253 views
- 1,475,870 views
JOURNEY - PROJECT EXPLANATION
The campaign centered around a simple but powerful question:
“Is it true that you can get gold or cash inside a Tango snack?”
This curiosity-driven narrative encouraged creators to explore the promotion themselves, documenting their reactions and experiences. Instead of presenting the product as a traditional advertisement, Tango appeared naturally as part of a treasure hunt story. The mystery behind the prizes created a strong FOMO effect, motivating audiences to try the product themselves.
Content Execution Strategy
- Supermarket treasure hunts searching for Tango prizes
- Creators investigating whether the prizes were real
- Friends attempting creative “hacks” to find gold prizes
- Relatable daily life stories where Tango appeared naturally
Each narrative typically followed this flow:
Curiosity → investigation → product discovery → emotional reaction. This approach allowed the brand to appear naturally within engaging stories.
Audience Engagement & Sentiment
The campaign generated strong engagement driven by curiosity and surprise.
- 1,146,302 total likes
- 14,039 comments
- 85,555 shares
- 3.13% engagement rate
Audience comments frequently reflected:
- Excitement about the prizes
- Curiosity about whether they could win as well
- FOMO-driven purchase intentions
Many viewers expressed a desire to try buying Tango themselves to see if they could discover a prize.
Brand Safety & USP Integration
- Tango’s promotional message was embedded subtly within storytelling rather than direct advertising.
Audience comments frequently reflected:
- Prize discovery moments shown through authentic creator reactions
- Product naturally integrated into everyday scenarios
- Minimal promotional messaging to preserve authenticity
- This approach ensured the brand felt organic and believable rather than promotional.
The campaign successfully
The campaign significantly exceeded its KPI and successfully generated widespread organic reach across TikTok and Instagram.
Key Learnings
- Curiosity-based storytelling dramatically increases viewer retention.
- UGC content that feels like a real-life discovery journey performs better than traditional ads.
- Prize-driven campaigns can trigger strong FOMO and purchase intent among audiences.
- Authentic creator storytelling helps build trust and makes promotional campaigns feel natural rather than commercial.
Looking for viral UGC campaigns powered by storytelling and curiosity?
Let’s create campaigns that audiences don’t just watch they want to experience themselves.
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