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What we
did Splendidly

  • 1.2 MILLION PEOPLE REACHED
  • 1 MILLION VIDEO VIEWS
  • 74.3% ENGAGEMENT RATE
  • 8,191 TOTAL SOCIAL REACTIONS

WE USED INFLUENCER STACEY SOLOMON AND #FAJITAFRIDAY TO BOOST SALES OF SANTA MARIA’S FAJITA MIX

THE CHALLENGE

Increase awareness of Santa Maria’s mix and match line, specifically their fajitas, after a change in packaging resulted in a drop in sales

PEOPLE-FIRST INSIGHT

We identified the ‘Susan’ demographic: family-oriented, busy parents who often cook with kids.

THE STORY

We selected influencer Stacey Solomon – mum, singer and TV personality – based on her ability to resonate with the ‘Susan’ demographic and her relevance in conversation about food, parenting, and lifestyle. Given her social footprint, engagement rate, and frequency of posts, she was the ideal candidate.

We tapped into an existing social conversation – #fajitafriday – by sending Stacey and her family all of the Santa Maria products they needed to enjoy a family dinner. Stacey then created and posted a video which captured the fun that her and her family had making their fajita dinner.