How Archive Helped Momofuku Goods 2X Their Seeding Program

About Momofuku Goods

Momofuku Goods is the CPG arm of David Chang’s beloved restaurant group. Their Chili Crunch products and chef-worthy instant noodles get significant attention on social.
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But Kyle Seebohm, VP of omnichannel growth marketing, needed a cost-effective way to turn their seeding program into a measurable business driver.

The Challenge

Every month, Momofuku Goods seeds product to influencers hoping to develop organic relationships and generate awareness as efficiently as possible. 
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But Kyle didn’t have a good way to measure how the program was doing. He also didn’t have the data to intelligently allocate resources or adapt his tactics.

“In CPG, the name of the game is brand awareness, not conversion. We are trying to find new channels to drive awareness efficiently at scale.”

Momofuku Goods had tried using other influencer software, but didn’t feel the value was there for the price. 
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The team needed a platform that would support their seeding program and provide the data they needed to convince leadership to expand their investment in influencer.

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The Solution

Archive empowers Kyle and the Momofuku Goods team to assess how their seeding program is doing in real time. 
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UGC from seeded influencers appears in Archive automatically, so they can track impressions closely. And whenever Archive Reports shows a spike in EMV, they can see exactly what caused the surge.

“I’m a high-level guy, so I like to see the high-level trends. When there’s a spike, I want to dig into the cause. Which videos went viral on that day? Combining the high-level view with detailed data is super valuable.”

Kyle adds his favorite UGC to a dedicated collection for paid ads, so it’s easier to repurpose that content on their channels later. 
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And with Competitor Insights, the Momofuku team can see which creators are working with other CPG brands. This helps him find new influencers and identify high-value partners worth investing in.

The Results

Archive has given Kyle and the team the in-depth visibility they always wanted. 

For example, Momofuku killed it on social last summer. Going viral on TikTok pushed impressions to all-time highs, which coincided with some of the brand's biggest sales months. Connecting the dots to specific campaigns was easy with Archive.
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Now Kyle can draw a definitive line between specific seeding campaigns and increased brand awareness, traffic, or revenue. 
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While impressions are important to Momofuku Goods, so are their sources. Kyle can trace sales lifts or peak Amazon search periods back to a specific piece of UGC.

“Now that we can track the KPIs that are actually tied to our goals and see which influencer segments are working the best, we can adjust our program accordingly.”

Showing off exactly how much value influencer is bringing to the table has unlocked more buy-in and bigger budgets from Momofuku’s leadership team. 
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Before Archive, Momofuku Goods seeded 50-100 creators each month. This year, they’ll more than double the seeding program and reach thousands of new creators.

• Thousands of  $ saved: Archive reduces the need to pay for other influencer software
• 50% time saved: Identifying UGC to repurpose in ads takes half the time with Archive
• <$5 CPM: Archive proved seeding is one of Momofuku Goods’ most efficient brand awareness channels.

“Archive showed us that on a CPM basis, seeding is one of our most efficient brand awareness levers. As a result, we’re scaling up our program.”