Challenge

SOMOS, creator of authentic, ready-to-eat, Mexican food, faced two common challenges at the start of the year.

1. They were eager to drive trial, but were held back by the exorbitant cost of in-store demos. SOMOS’ products also need to be cooked prior to consumption, which adds an additional level of friction to sampling.

2. Collecting reviews and feedback is difficult for the brand as the majority of the company’s sales come through in-store purchases as opposed to through online channels.

Solution

The brand offered in-store shoppers a Buy One, Get One free promotion on their Rice and Beans packets and drove 200+ shoppers to purchase their products in less than a month. SOMOS’ Thingtesting campaign drove shoppers to more than 15 different retail chains across 35+ states.

SOMOS tapped into the Thingtesting community to collect reviews and product feedback.

SOMOS' Head of Marketing, Anna Sawch, noted “As someone who has worked in food marketing for a long time I am very aware that Thingtesting is a unique community of educated consumers who give useful and thoughtful feedback. The platform also has huge potential to facilitate word of mouth growth.”

Results

SOMOS’ campaign 10x-ed their performance expectations.

“The scale was much higher than anticipated.”

The brand also collected 50+ new reviews, increasing their overall rating to 4.5 / 5 on Thingtesting.

Organic search impressions for SOMOS' brand page skyrocketed 7,245% just 1 month after the campaign began.

The feedback received from Thingtesting reviewers was also included in a cross-functional meeting with SOMOS’ product development, marketing, and sales teams. The opinions shared in the reviews will be incorporated into the company’s company’s future strategic planning.

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