WE ASKED STACEY TO COOK SOMETHING UP ON #FAJITAFRIDAY

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.

THE OUTCOME

1.2 million people reached. 1 million video views. 74.3% engagement rate. 8,191 total social reactions.