Bongo's Bingo

After a years of growth, Bongo's Bingo faced the specific scaling challenge that comes with operating more shows across more locations. More dates to promote meant more content needed, more channels to manage, and more complexity in the ticket sales messaging. Organic engagement was declining as platform algorithms shifted and the content mix that had previously worked was producing diminishing returns.

Our brief: streamline the channel strategy, find a way to reach audiences who had not yet discovered Bongo's Bingo, and rebuild the content and messaging approach so it connected with both new and existing fans without diluting what made the brand culturally distinctive.

Our approach was to give every channel a specific, defined role rather than treating all platforms as interchangeable broadcast points.

We rebuilt the multi-channel strategy from the ground up. Organic social, paid media, and email were all given distinct jobs. Organic and TikTok in particular became the primary vehicle for new audience discovery featuring content built to show what a Bongo's Bingo show actually feels like and reaching people who had never encountered the brand through culture rather than advertising. Paid media was refocused on conversion, with audience targeting and creative aligned to the specific demographic and behavioural profile of people most likely to book.

Partnership and collaboration activity was structured to build credibility with new audiences through trusted third-party voices rather than direct brand promotion. Ticket release and sales messaging was consolidated so that communication around each date was clearer, better timed, and less likely to create the purchase confusion that comes from fragmented or overlapping messaging. Email flows and automation were built to work harder across the customer journey, from first contact through to repeat purchase.

Creative ideation was embedded in the partnership from the start: Mustard worked alongside the Bongo's Bingo team on the hooks, messages, and content angles that would perform on each platform, rather than adapting a single creative approach across all channels.

The 42% ROAS improvement reflects the commercial efficiency of a system rebuilt around what was actually working. For a brand operating at Bongo's Bingo's scale (40+ locations, a full calendar of dates), improving the return on every pound of media spend is as significant as the £100,000 revenue uplift alongside it. The TikTok numbers reflect the new audience reach that the organic-first strategy was designed to deliver: 7.3 million views is genuine reach into audiences who had not previously encountered the brand. With 10,000 new followers to top it off, we successfully created a sustained new audience pipeline with commercial value beyond the individual campaign.

For a brand operating at Bongo's scale (40+ locations, a full calendar of dates, and a fanbase built over a decade), the compounding effect of a properly structured multi-channel system across 4 years is significant. Individual campaigns produce results. Our systems produce growth.

The problem Bongo's Bingo faced at year ten is a problem every successful multi-location entertainment brand will face: the marketing approach that built the brand is not necessarily the approach that scales it. The channels multiply, the shows multiply, the complexity multiplies, and without a clear growth system across all of them, the result is noise rather than success.

A brand that invented a category cannot market itself the way a challenger does. The audience already knows what you are. The growth comes from reaching the people who do not yet know, building trust with them through culture and community rather than conversion-first advertising, and making the purchase journey simple enough that interest converts to attendance.

The 24-month timeframe matters as much as the individual KPIs. A 42% ROAS improvement and £100,000 revenue uplift over two years reflects what happens when a growth system is given time to compound, rather than being measured against a single campaign window.