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How viral ramen brand Immi finds all their best UGC — without wasting hours a day

Paul Benigeri
12 Dec 2023
United States
Food and beverage
Key Numbers

Archive has been a lifesaver for Immi, and Kevin says he wanted to keep it a secret because it was such a competitive advantage.

2 full-time employees
Needed to manually monitor all UGC
Powerful marketing tool
Archive's impact on Immi's UGC management
Kevin Lee
The Challenge

As Immi became viral and grew in popularity, they started receiving tons of user-generated content (UGC) on social media. However, going through all the content was a nightmare, and their social media manager was spending hours each day monitoring Instagram and TikTok for posts that tagged Immi.


To solve this problem, Immi turned to Archive, a community marketing tool that saves and stores every Instagram and TikTok post that tags their brand. This way, they can easily request usage rights and share content with their agencies and teammates with just a click.

Kevin Lee and Kevin Chanthasiriphan’s childhoods shared one thing in common: Really good noodles. Every single day.

While the former was wandering his grandparents’ rose apple farm in Taiwan, the latter was helping his grandmother dish out bowls of hot noodles at her street stall in Thailand.

Fast forward a couple decades and both Kevins were in the U.S., in San Francisco, working in tech. Lots was different, but they were still eating noodles. All the time.

After the ten-thousandth bowl or so, they asked themselves: What if we could make eye-wateringly delicious ramen that doesn’t take a wrecking ball to your health?

So they founded immi. The brand has gone viral since.

This means one thing: They had (and still have) tons of UGC on social media. People love posting about their ramen. Kevin wanted to use it, but going through that much content?

It’d take constant monitoring by “probably two full-time employees,” Kevin Lee says, to catch it all.

The Challenge: Discover & organize mountains of UGC

People post about Immi Ramen all over Instagram and TikTok. Naturally, Kevin & Kevin want to find that content. Great UGC often makes for the best ads.

But sorting through social media posts is a nightmare. At the beginning, Kevin Lee says, Immi’s social media manager was spending hours a day doing the following:

Monitoring IG & TikTok for posts Immi was tagged in.

Screenshotting & screen-recording those posts and adding them to a spreadsheet.

This took hours a day. The kicker?

When they uploaded UGC, the Immi team had to send messages out to their agencies, saying, “hey guys, we uploaded some new UGC, go check the spreadsheet!”

Plainly, it was a nightmare.

The Solution: Use Archive to automatically track & store tagged posts

It’s about time for me to introduce Archive. It’s a community marketing tool, and our flagship feature saves & stores every Instagram and TikTok post you’re tagged in. From there, you can request usage rights in a click and send shareable links to your agencies and teammates.

Kevin told me that,

It was a lifesaver. I opened the app, everything just loaded... I was like, oh my god, this is mind-blowing.

It was so mind-blowing for the team at Immi, in fact, that Kevin says he wanted to keep it a secret. Archive “was such a competitive advantage,” he says, he didn’t want other startups to find out about it.

The Impact: What used to take days, immi can now do in minutes

Before Archive? Immi was doing everything manually. Kevin told me he thinks they’d need two more employees to do what Archive does for them today.

Now? Every morning, Kevin opens up a dashboard and sees every single post Immi’s been tagged in across Instagram and TikTok.

His team organizes the posts, requests usage rights for the stuff they like, and shares content with their agencies in clicks.

“Our team loves looking at Archive,” he tells me. In addition to being a powerful community marketing tool, it’s also a morale-booster. One click into the dashboard and the whole Immi team can see just how many people—with followings big and small—are raving about them online.

That’s about it. Want to try Archive for yourself? Sign up here to get going. It’s exactly as simple as it sounds. And if you run a brand that’s on social media, I think you’ll find it just as useful as Kevin & the Immi team do.

Still unsure? Watch this video
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