Case Study · Angi
We Sold Angi A Buffet Of Ideas, Not A Retainer. They Picked The Winners And Got On TikTok Early.
Angi came to us mid-rebrand with almost no social footing. We didn’t pitch a fixed scope. Every month we put a deck of ideas in front of them, priced one by one. They picked what they wanted, banked what they didn’t, and built a brand that now reads native on social.
TikTok Early
Presence established before most brands arrived
Mid-Rebrand
Angie’s List → Angi carried post by post on social
Tips From Pros
Content competitors couldn’t manufacture
CLIENT
Angi (formerly Angie’s List)
Industry
Home Services · Marketplace
Engagement
Monthly creative partner · mid-rebrand
Offering this proves
Content Buffet
01
THE BRIEF
A brand changing its name, with nowhere to say it.
Angi came to us in the middle of the hardest move a brand can make. The company everyone knew as Angie’s List was becoming Angi, and the name change had to land somewhere. The obvious somewhere was social. That was the problem.
They had almost no following. The content they did have wasn’t built for the feed, it was built for a website and pushed onto social after the fact. They had a real internal team and a real budget. What they didn’t have was content that looked like it belonged on the platform, or a clear way to figure out what that content even was.
The diagnosis: the problem wasn’t budget and it wasn’t talent. It was that nobody had handed them a menu of ideas wide enough to find the ones that worked.
Starting point
No Social Footing
Almost no following
Content problem
Website-First
Not built for the feed
What was needed
A Menu Of Ideas
Wide enough to find winners
02
THE RANGE
Not one idea a month. A whole deck of them, priced one by one.
This is how the Content Buffet works. Instead of a fixed retainer that buys a set number of posts, we built Angi a deck of ideas every month, simple graphics to full campaigns, each priced on its own. Angi picked what they wanted up to their monthly budget. Whatever they didn’t spend rolled over, so they could bank for a bigger swing when they needed one.
One Deck. Every Tier. Pick What You Want.
Entry tier
Graphics
Single static pieces to carry the new Angi identity into the feed. Cheap, fast, low-risk.
Mid tier
Pro Content
“Tips from the pros,” built from Angi’s own service professionals and existing assets.
Mid tier
Trend Pieces
Creator-style and trend-driven video, including ASMR sounds of the home.
TOP TIER
Campaigns
Full multi-asset video campaigns, banked for with rolled-over budget when it mattered.
Unused budget rolls over, never burned.
Bank this month’s unused credits toward a bigger swing next month.
Rollover
Not use-it-or-lose-it
03
THE CRAFT
We didn’t wait for the platforms to settle. We got Angi there first.
Every piece had a second job: make the move from Angie’s List to Angi feel deliberate instead of jarring. TikTok presence established before most brands had figured the platform out. Angi’s own service professionals turned into content nobody else could copy. And when the platform moved to ASMR, the deck moved with it.
Carried The Rebrand
- Every piece helped make the shift from Angie’s List to Angi feel natural
- Post-by-post transition until the new name became the only name
- Smooth instead of jarring
Got On TikTok Early
- Built presence before most brands figured the platform out
- Created creator-style content when it was still uncommon for brands
- Got Angi there first on purpose
Tips From The Pros
- Turned Angi’s own service professionals into content
- Real expertise nobody else could copy
- Authentic “tips from the pros”
ASMR Sounds Of Home
- Moved with TikTok into ASMR
- Created calming “sounds of the home” content
- Deck adapted as the platform evolved
“
Nisha, this is great!! Approved!!
The Angi Team
On a Content Buffet deck
TikTok
Early Presence
Rebrand
Carried
Budget
Rolls Over
04
THE RECEPTION
What the buffet actually delivered.
This case study doesn’t sell on a chart. It sells on the work, and on a brand that went from no social footing to fluent on the platforms that matter. Here’s what the Content Buffet put on the table for Angi.
TikTok
Presence established early, while most brands were still standing on the sidelines of the platform.
Creator-Style
Built for the brand before creator-format content was standard practice for companies to run.
Tips From Pros
Angi’s own service professionals turned into recurring, feed-native content nobody else could copy.
ASMR
Sounds-of-the-home content shipped while the trend was peaking, not after it had passed.
Rollover
Unused monthly budget banked forward instead of burned, funding the bigger swings when they needed one.
Every Tier
One deck spanning a single graphic to a full campaign, each idea priced so nothing was wasted.
Platform Native
Content that belongs in the feed
Rebrand complete
TikTok First
Before the rush, not after
Early mover
Tips From Pros
Format competitors can’t manufacture
Uncopied asset
ASMR Trend
Shipped at peak, not post-peak
Trend-timed
Rollover Model
Budget banked, not burned
No waste
05
THE MARK IT LEFT
A brand that now reads as native, and a model that earned the trust to build it.
Angi went from a brand with no real footing on social to one that’s recognized on the platforms it once had no presence on. The rebrand landed. The TikTok presence was there before the rush. The “tips from the pros” format gave them something competitors couldn’t manufacture.
The Content Buffet is what made that possible without a single oversized bet. Angi had an internal team and didn’t need a babysitter. They needed a high-output creative partner who could put more good ideas on the table than they could make alone, and let them choose.
For a brand still finding its voice, range isn’t a luxury. It’s the strategy.
Have an internal team but not enough good ideas to choose from?
That’s exactly what the Content Buffet is for. Every month we hand you a deck of ideas, priced one by one, from a single graphic to a full campaign. You pick the winners, bank what you don’t spend, and never pay for a fixed scope you didn’t want. Let’s build your first deck.
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Potential?
We’d love to hear about your organization’s goals on social media. Get in touch with us today!
info@sociallyin.com
