Santa Maria

Taco race with nine influencers — and a unique taco anthem specially written for the campaign

Santa Maria teamed up with United Screens, Vizeum and some of Sweden’s largest influencers: Therése Lindgren, Bröderna Norberg, Matgeek, Wilma & Emil Holmqvist, Helen Torsgården and Amir Kheirmand, to inspire more Swedes to try their different spice mixes and dishes. Santa Maria also wanted to implement their products as the new Saturday dish, in connection to “Melodifestivalen” – the yearly largest Swedish Song Contest.

The Youtube videos received almost 1 million organic views – and the views continues to grow! Almost one third of the viewers of the campaign have also acted on it, where most bought a new product from Santa Maria which they hadn’t tried before.

”We managed to strengthen the relationship between tacos and the Swedish Song Contest which has made tacos to its most associated food, next to chips.” — Santa Maria

Challenge

Santa Maria reached out to us at United Screens with the desire to inspire more Swedes to try Santa Maria’s many different spice mixes and dishes, in addition to their traditional taco spice mix. In addition, Santa Maria also wanted to implement their taco products as the new Saturday dish in connection to the Swedish Song Contest. Additionally, Santa Maria made a limited edition packaging for all their products that people could enjoy combined with the contest.

Solution

United Screens, Vizeum, Santa Maria and some of Sweden’s largest influencers created a dynamic campaign. Firstly, Bröderna Norberg did a specially written taco anthem and encouraged people to eat more tacos. The Norberg’s had creative freedom over the production which resulted in great outcomes and many views on Youtube. Secondly, nine influencers made a taco relay race on Youtube where they, one week after each other, published videos in which they made and ate tacos with different Santa Maria spice mixes.

Result

The results of the campaign turned out excellent! Almost one third of those who saw the campaign also acted on it. Most of these bought a new product from Santa Maria which they hadn’t tried before. With this campaign Santa Maria and United Screens together with the influencers managed to strengthen the relationship between tacos and the Swedish Song Contest which has made tacos to its most associated food, next to chips. The Youtube videos received almost 1 million organic views during the campaign period – and the views continue to grow!

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Discover more about the influencer marketing campaign!

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INFLUENCERS WERE JOINING IN

Nine different influencers participated in the influencer campaign!

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ACTED ON THE CAMPAIGN

Almost one third of those who saw the campaign also bought a product from Santa Maria which they hadn’t tried before.

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MILLION VIEWS

The Youtube videos have received almost 1.000.000 organic views!

The Youtube videos

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