How We Helped immi Reinvent Social Engagement
followers across social platforms
reduction in customer response times
coverage of social engagement (organic + paid)
Company Overview
immi is reimagining the foods we grew up loving — starting with ramen. Known for its comforting, umami-rich flavor, instant ramen has always been a kitchen staple. immi set out to give it a modern makeover: better ingredients, more protein, and crafted flavors that deliver nostalgia with a healthy twist.
That mission has resonated widely, drawing backing from cultural icons like Naomi Osaka and Usher and building a vibrant community of nearly 300,000 followers across Instagram and Facebook.
As that audience grew, so did the demand for fast, accurate, and on-brand engagement across every social channel.
Challenge
As immi’s following climbed into the hundreds of thousands, their team found themselves overwhelmed. Hundreds of comments poured in daily — from fans asking about sodium content and store availability to questions about pricing. Moreover, Immi recognized that by engaging with fans on social, they were more likely to convert real sales on the channel where their fans were most active.
Before Blueberry, the team leaned on Siena AI alongside manual CX support. But Siena’s system was trained for e-mail support without recognizing the nuances of social responses. Instead of saving time, the team was pulled back into manual rework by combing through threads, correcting bad replies, and hiding comments themselves.
What should have been immi’s strongest channel for community and conversion was quickly becoming a drain on resources.
Solution
immi made the switch to Blueberry, migrating their entire social engagement workflow in less than an hour. From day one, Blueberry LLM, Blueberry’s proprietary AI model built for social interactions, began handling replies across both organic and paid social posts.
The difference was immediate. In the first week of setup, replies to common questions about sodium, pricing, and availability were fast, accurate, and human-sounding. Blueberry learned quickly from past interactions and small edits made by the team, adapting its tone to sound natural and on-brand.
Equally important, Blueberry gave the team smarter controls over moderation. Low-value or toxic comments were filtered out automatically, while genuine questions were prioritized for thoughtful replies. All of this infrastructure was built in a few days through Blueberry’s Rules Engine, where the immi team is able to control which customer interactions are handled automatically through natural language.
Results
The impact was immediate. Within the first week, Blueberry was covering 100% of immi’s Instagram and Facebook engagement — across both organic posts and paid ads. The CX and marketing teams estimate that Blueberry cut their manual workload by more than 70%, saving hours each day that had previously been spent fielding repetitive questions.
Accuracy and tone improved as well. Customers asking about ingredients, flavor, or pricing now received immediate responses that reflected the brand’s personality. Even critical or off-tone comments were handled gracefully, protecting the brand’s reputation.
And Blueberry’s support ensured the immi team was always ready to respond to their customers When immi flagged an issue in Slack, it was usually resolved in near real time. Kevin recalled, “If we flag something in Slack, it’s usually fixed before we even think to follow up. We once requested a new filtering feature and Sean shipped it the same day. That kind of speed is rare.”
Most importantly, Blueberry has positioned immi for the next stage of growth. With full coverage in place, the team is preparing to launch personalized DM campaigns that convert social engagement into sales, while continuing to nurture their passionate community at scale. Kevin summed it up: “Now that every comment is covered, we’re excited to use Blueberry for the next phase — personalized DM campaigns that actually drive conversions. That’s a big part of why we’re going to keep investing in Blueberry — we haven’t found any tool that can enable this new growth channel for us authentically and at scale.”