Case Study: Mango Tours
Driving Customer Acquisition Through Cultural Relevance
The Problem
Mango Tours is a long-standing travel company known for serving Filipino American communities with affordable and flexible travel packages between the U.S. and the Philippines. Heading into the 2024 holiday season, Mango Tours was undergoing a rebrand, launching a new website and ambassador program to better resonate with younger Filipino American travelers.However, the brand faced key challenges:
Breaking through with a younger demographic that often shops for flights using price-comparison tools and third-party apps
Increasing visibility in Southern California, a core Filipino market
Converting interest into real travel inquiries and site visits—without appearing too transactional
The goal: Acquire new customers, increase retention, and build top-of-mind awareness using culturally grounded content that made Mango Tours feel fresh, relatable, and trustworthy.
Our Work
We launched a cross-platform organic content campaign, combining native Mango Tours posts with high-performing One Down editorial and video content. The campaign focused on:
Community-embedded storytelling: Filipino family travel moments, balikbayan boxes, and airport nostalgia
Soft product plugs: Travel deals framed through humor and shared identity (e.g. “Pinoy travel hacks”)
Clear CTAs: Bit.ly links, bio links, and ManyChat integration to move users into deeper consideration
Deliverables
8 Mango Tours social posts
4 One Down social posts
2 Short-form videos
Audience engagement via Instagram Stories and Facebook
Bit.ly and ManyChat tracking to monitor funnel performance
THE RESULTS
In just four weeks, the campaign generated:
Total Organic Reach
Engagement Rate
252,901
5.04%
Bit.ly Link Clicks
New Followers
196,265
95
Travel Funnel Consideration Rate
1.4% (vs. 1%-2% industry benchmark)
Surpassed both travel industry benchmarks:
Engagement: 5.04% (vs. 4–6%)
Consideration: 1.4% (vs. 1–2%)
3,055 Likes
912 Likes
3,748 Likes
2,659Likes
