.png)
AI / SaaS
How Tango Became the Workflow Intelligence Platform Everyone’s Talking About
Industry
Recognition
Forbes
Full Feature
20% Increase
To Share of Voice
THE
CHALLENGE
Tango, a rising star in workflow intelligence, came to Society22 with a clear mission: stand out in a crowded market. Despite its innovative platform that simplifies documentation, Tango was a startup with minimal PR experience, relying on Society22 to guide its first full-scale campaign.
The goals were ambitious:
Announce a $14M Series A funding round.
Launch its product with a splash.
Compete with established names like Scribe, Loom, and Guidde in terms of share of voice (SOV).
Secure inclusion in top-tier media outlets covering its competitors.
Maintain positive media sentiment while gaining attention in business, tech, and productivity conversations.
THE SOCIETY22
APPROACH
Standing out in a crowded market requires more than flashy announcements—it demands storytelling that resonates with the right audiences, at the right time, for the right reasons.
We built Tango’s campaign on three pillars: credibility, relevance, and connection.
Credibility
Tango’s innovative platform needed validation through trusted media and industry recognition. By targeting journalists and awards programs that influenced Tango’s competitors’ audiences, we positioned the brand as a credible player, worthy of attention.
Relevance
The future-of-work narrative was shifting rapidly post-pandemic. We ensured Tango’s story aligned with these shifts, connecting its value to pressing challenges like scaling productivity in hybrid environments.
Connection
Tango’s success depended on being relatable to both media and users. From tailored pitches to influencer partnerships, we focused on fostering genuine connections that elevated awareness while building trust.
THE
RESULTS
In just five months, Tango became a name no one in workflow intelligence could ignore.
Major Media Wins: Secured placements in Forbes, Protocol, Built In LA, and other influential outlets.
SOV Domination: Boosted Tango’s share of voice from 19% to 39%, eclipsing established competitors.
Award-Winning Innovation: Tango’s platform was recognized in Fast Company’s Next Big Things in Tech Awards for workplace productivity.
Positive Sentiment: Maintained over 90% positive media coverage, ensuring a strong, trustworthy reputation.
Influencer Amplification: Tech-savvy audiences engaged with Tango through Bernie Levv’s content, expanding the platform’s reach.
The Impact
Tango’s $14M Series A announcement propelled it into the spotlight, transforming the startup into a recognized name in workflow intelligence. With media coverage in top outlets, a major industry award, and a commanding share of voice, Tango earned its place among leaders in productivity innovation.
Society22’s approach ensures brands move beyond noise to influence the conversations that matter. For Tango, this meant creating a reputation that commands respect, drives trust, and secures its role in shaping the future of work.