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Pete’s Pasta is no ordinary pasta brand. Crafted Italy to create a low-carb, high-protein, high-fiber pasta that satisfies even the strictest diets—without compromising flavor or authenticity.
Despite having a product that practically sold itself in taste tests, Pete’s Pasta struggled to gain brand recognition on social media. Here were their main hurdles:
Lack of Brand Awareness
People might have been on the hunt for low-carb pasta, but they didn’t know Pete’s Pasta existed. Reaching the right audience (keto, low-carb, high-protein enthusiasts) became an uphill battle.
Stagnant Influencer Pool
Initially, Pete’s Pasta found about 500 influencers using Instagram hashtags. But after tapping into those same hashtag combos repeatedly, they hit a plateau. The same influencers kept reappearing, and new, relevant creators remained elusive.
Time-Consuming Outreach
Manually contacting hundreds (let alone thousands) of influencers was a logistical nightmare. Relying on Instagram DMs risked the brand’s account getting flagged for suspicious activity. Plus, follow-ups often slipped through the cracks.
Need for High-Engagement Influencers
Pete’s Pasta wanted creators with authentic engagement and credibility in the nutrition and lifestyle space. They also needed an easy way to handle shipments and track who received (and posted about) the pasta.
Enter Social Gems, an AI-powered platform designed to streamline influencer seeding and minimize manual grunt work.
In just four months, Social Gems helped Pete’s Pasta contact over 5,000 influencers and seed 500 of them—without losing the human touch.
Social Gems combed through millions of pre-vetted influencers, pinpointing those with an audience specifically interested in keto, low-carb, and high-protein lifestyles. This automation broke Pete’s Pasta out of the “hashtag bubble” and introduced them to fresh creators.
