Use Case: How Tangamanga Capitalized on a Viral Opportunity with YouScan's Help

The Challenge

Tangamanga, part of the Mexican food brand group Sigma (specializing in ham, cheese, and sausages), had a clear objective: improve campaign monitoring, brand health tracking, and crisis detection. However, there was a significant gap in their data: TikTok. This social network has become a key source of conversation and influence, and not analyzing it meant navigating blind in one of the most powerful channels of the moment.

Furthermore, their marketing team needed a tool to gain real-time cultural and social context. This would allow them to design more relevant and impactful campaigns to better connect with their audience.

The Unexpected opportunity

Everything changed when a contestant on the reality show La Casa de los Famosos (LCDLF), while trying to remember the name of the song "Gangnam Style," confidently exclaimed: "Tangamanga Style!" Yes, like the Sigma brand. 😂

This spontaneous moment went viral, and Mexican DJ Bzars released a remix featuring images from the show and mentions of the Tangamanga brand. The video exploded on social media, especially on TikTok, generating thousands of reactions, memes, and... a new wave of love for their brand and gourmet cold cuts line!

What did Tangamanga do with this viral wave?

This is where YouScan comes in.

Thanks to our social listening capabilities—including advanced TikTok monitoring, image recognition, and real-time analysis—the Tangamanga team was able to:

• Immediately detect the viral moment.

• Analyze the volume, tone, and type of mentions being generated.

• Identify which user profiles and communities were discussing the topic.

• Observe how consumers started uploading photos and videos of the products in supermarkets, tagging them with references to the remix and the trend.

• Quickly activate a social media challenge campaign, leveraging the organic momentum of the conversation.

The Result

What began as a funny confusion on a TV show transformed, thanks to a quick and informed reaction, into a golden opportunity to position Tangamanga in the consumer's mind.

The brand not only stayed on top of the conversation but also became part of it. They owned the moment and turned it into a marketing action that genuinely connected with their audience.

💡 Key Lessons

• TikTok monitoring is no longer optional: It's a source of pop culture and trends that can affect your brand, for better or worse.

• Speed matters: Thanks to real-time social listening, Tangamanga was able to react faster than anyone else.

• Cultural context sells: Understanding why something goes viral allows brands to act with empathy and creativity.

Does your brand also want to detect viral opportunities like this before the competition? 😏 Let's talk about what YouScan can do for you.