ANCIENT WONDERFUL OIL MILL
The Apulian Gold and it really is!
Savino Muraglia had a fairly clear and courageous goal: to relaunch the historic family business, the Frantoio Muraglia, giving it a whole new social role and increasing Brand Awereness. The bases were all there: the extra virgin olive Muraglia oil is an award-winning oil and the main character of incredible dishes, including Michelin-star ones, such as those of Antonino Cannavacciuolo.
Frantoio Muraglia asked for our help and we were not able to say no: an Apulian oil mill with incredible potential, a valuable product and a Marketing strategy to be created.
We were perfect for it!
An Orcio superstar, an Orcio Rock'n'Roll!
We already had a Custom Audience profiled thanks to the contacts in the company's possession. How could we conquer our audience unconditionally?
First of all, we created the essential protagonist of the communication process of the Frantoio Muraglia: the hand-decorated terracotta jar, an innovative packaging that immediately grabbed the attention and unleashed people.
We wanted to stand out in a market where everyone uses traditional packaging. I then thought of merging two elements that come from my land: the vascular art in ceramic and the oil of the two most popular native varieties.Savino Muraglia, owner of Frantoio Muraglia
AIM THE GOAL AND REACH IT
Black or Gold Friday?
We continued with a lead acquisition campaign that started on Black Friday with a Remarketing campaign on new customers to further increase the target audience. In the week following Black Friday, after having enlarged our database with new customers, we decided to activate another lead acquisition campaign, but this time addressed to an audience similar to the one recently acquired for interests, tastes and lifestyle.
The two months following Black Friday, we saw the activation of retargeting campaigns aimed at increasing Brand Awareness and Conversion Rate.