Pengu Multi-Account & Format Strategy to #1 on the App Store
- in ambassador, consumer, faceless & 2 more
Pengu secured another $5M in June after skyrocketing to #1 on the App Store.
They amassed millions of views on TikTok to beat Monopoly and Uno at the top.
They’ve been running a multi account & multi format strategy on TikTok and Instagram.
They have two main accounts: one in English and one in German.
They post multiple times a day featuring a life-sized penguin mascot (inspired by Duolingo’s famous one).
Cuteness + Fun & Memes.
The accounts: pengu_app & playpengu
Stats are mind-blowing: 20% of videos beat the median views by 10x, and 4% by 50x.
The German account netted videos with 1.8M views.
Easy to produce, rinse, repeat. Localized accounts are their key to winning country by country and scaling this strategy.
Their next move is likely to start similar accounts in French, Spanish, Arabic, Japanese, or Hindi.
They have a Slay account, and their SM/growth manager has a personal account.
Less impressive stats but still provide interesting constant experimentation.
Imo, with a consumer/short app, every person in marketing, growth, and product should have a TikTok and Reels account posting daily or weekly.
They experimented with advanced animations on the Pengu & Pengulette account.
Stats are insane: 14% of videos beat the median by 10x, and one video did over 12M views.
They have the same account on Instagram, doing even more views with incredible engagement.
They stopped producing those videos a few months ago—must’ve been too expensive to produce.
With low production costs, this could be an incredible strategy.
Pengu’s team started experimenting with full-time content creators, doing multiple daily videos—a mass content strategy used by LocketApp and many others.
- Show the creator’s voiceless cute face with a text overlay on top
- Record holding a phone playing with Pengu
And do this 2-3 times a day per account: simonz.cool.
A few more Pengu ambassador accounts with this exact same format: anamarinalowve, nikodemartino8, david.cool88, kiki.nelson4 & daisy.forever96
Explore their videos in-depth in this Shortimize collection:
https://app.shortimize.com/c/2a10XbAqoQxujr
