With the number of health-conscious consumers on the rise, extra virgin olive oil enthusiasts have come out of the woodwork. And boy, do they expect a high level of purity and quality — both in the kitchen and online. Carapelli saw this as an opportunity to lead the olive oil category into its next iteration. And, in turn, they decided to relaunch their oil as the only high-end, premium product capable of meeting consumers’ high expectations. Coincidentally, Stripes saw this as an opportunity to prove we’re the only social shop that could help them pull it off.
Inspired by high-end brands and lifestyle bloggers, Stripes produced social content on Facebook and Instagram that quickly caught the eye of the luxury-minded health-conscious consumer. Stripes cut through the “sea of sameness” that has plagued the olive oil category for years, and we established Carapelli as the high-end olive oil of choice.
To help reintroduce the Carapelli brand to the world, Stripes developed a media plan rooted in on audience building1, media buying2, and measurement. Our aim was to create an expertly blended online presence capable of increasing community growth, video views, reach/impressions, engagement, and intent metrics. We’ve given Carapelli the strategic thinking and vivid creative they need to gain favor amongst an audience of oil loyalists…loillists? 1 Using general demo-/psychographics, lookalike audiences, and competitor segments. ; 2 Focusing on community growth, brand/product awareness, cultivation/engagement campaigns, and direct-response.