Strategy & Launch (Mango Teen)

The tension

Mango launched Mango Teen for 11–17s (an audience that consumes influencer content, not brands). A legacy fashion house had to earn a place with people who don’t give brands relevance for free, and who won’t be advertised to.

The strategy

So we didn’t advertise to them, we made them the protagonists. Content built on real teen insights, native to what they already watch, in their language instead of translated into it. Made by teenagers for teenagers. We created their place to belong: “The Mango Tribe”.

What the brand won

• Relevance with the hardest audience to earn it. Built from zero, organically, no paid media.

Results

Mango Teen outgrew (+29%) and out-engaged (+72%) its direct competitors two years in a row (and beat Mango’s own established Kids and Man accounts.)