Hi Reader,

Two weeks ago, I saw Lygon Street's taking its biggest move of the decade to become Italian again. Sooshi Mango opened Sangaweech on Lygon Street, and the queues to have this sandwich turned into a marketing lesson every business should note down.

If you have seen my breakdown of how Sangaweech went VIRAL, you’ll be excited to know more, so keep reading.

The Recipe For Becoming Viral

So what did Sooshi Mango actually do?

Far from making it just like another Melbourne hospo launch, the Sooshi Mango boys built a shared experience by calling on their community and fans to celebrate. I was lucky to have been invited, and what I witnessed was marketing gold: an unusual mix of creators, ranging from local media to micro-influencers and everyday accounts.
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No, they did not focus on a fancy VIP A-list, which is a typical (and very predictable) PR activity. Some "influencers" who were present looked more like friends who happened to have a good social following. And I love it!

Then they did something even smarter. ​
They didn’t try to control the content format and gave people permission to show up, capture content their way, and accepted collaboration for all posts that show the new Sandwich shop experience.

That’s why each post felt organic, reinforcing each other’s content, and that momentum carried itself to global virality.

The business result? Sangaweech's brand new Instagram account went from zero to over 70k followers within the first week of launch.
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If you think this is luck, think again. From my marketer's eyes, their marketing strategy focused on leveraging community and collaboration.

Sangaweech did something no one is doing right now, and this is your cue to reflect.

Social Media Isn’t The Only Strategy

If social media is not your game, that is so alright! The question to ask yourself is where else can people discover you when they’re curious, comparing, or ready to buy?
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Consider publishing blogs or guides and learn how to make them discoverable, especially via AI visibility.
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Think clear headlines, the right keywords cluster, and an article structure that answers what people are actually looking or prompting for.

Here’s proof from an article I published on Glamorazzi to promote Chinese New Year festivities at QV Melbourne:
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Read it, if you're curious: Chinese New Year at QV, Year of the Horse.
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We ranked in the top 5 on page 1 of search results, alongside media and other major publishers. I was strategic on the content and structure for this article; we optimised it for quick wins and long-term visibility.
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​Words are powerful. If you know how to use it well (AI-assisted or not), all you need to do is understand the customer journey and leverage search to put your message in front of a mass audience.

Your Marketing Action To Take This Week

Ask yourself:
1. How do I make my content feel like a shared moment, not another announcement?
2. If someone searches for what I offer, will they actually find me?

Keep showing up,
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Roslyn 💛

To make sure you keep getting tools, stories and strategies like this, add showup@roslynfoo.com to your address book or safe senders list so my emails don’t disappear into spam.

ROSLYN FOO Marketing Strategist & Mentor, M. Comm Marketing CEO of Glamorazzi | Founder of Show Up School Paul Harris Fellow & Victorian Ambassador of Opportunity International Australia

How I can serve you:

• Want authentic marketing insights and motivation to deliver consistent marketing efforts for your business with clarity and creativity? Browse my marketing, branding and entrepreneurship articles.​
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