Tacos, Trends & TikTok: Inside Santa Maria’s Digital Activation Strategy

This week, we’re joined by Vera Ebbeson Dahlin, Digital Activation Manager at Santa Maria (part of the Paulig Group), to explore how one of the most iconic food brands in the Nordics is using influencer marketing to drive sustainable and profitable growth.

We discuss:

• Why long-term influencer collaborations are key to building credibility
• How to tailor content across platforms like TikTok and Instagram
• The role of digital activation in Paulig’s broader growth strategy

Vera also shares how Santa Maria tackles loneliness through purpose-driven campaigns, why consumer insights shape every move, and how her team stays agile in a fast-evolving digital landscape.