Carli
We’ve found the NoGood team to be a passionate partner
The US market has been a major challenge for us, but we’ve found the NoGood team to be a passionate partner that really understands the digital funnel from top to bottom. Our acquisition and retention numbers are continuing to improve every month.
Carlo Carli
General Manager
Who is Fratelli Carli?
Fratelli Carli, started in 1911, has been producing exceptional Italian food for over a century, most well known for its high-quality olive oil. They are currently the second-largest olive oil producer in Italy.
Objectives
Expand Fratelli Carli’s online store into the US market while maintaining profitable margins.Exceed growth goals across both acquisitions, such as acquiring new audiences with new channels, and retention, such as driving repeated purchases from past customers.through the website instead of traditional offline channels.
Challenges
Previous Fratelli Carli campaigns in the US resulted in consumers with an addiction to offers and discounts, which led to low margins and retention rates.
Consumers typically shop for gourmet food offline and are hesitant to purchase higher-cost new products without trying.
Fratelli Carli has minimal brand recognition in the US market, especially when compared to Europe.
Squad
Mark Arpaia
Growth Strategist
Claudia Yuan
Creative Designer
Queenie Leung
Growth Lead
Dan Mills
VP of Client Partnerships
Services Provided
Services Provided by NoGood:
- Campaign strategy
- Creative copy and messaging
- Designs support for the various platforms
- Media analytics and executive performance dashboard
Media Management for:
- Facebook and Instagram Ads
- Google Search, Shopping, and Display
- Bing Search and Shopping
- Email and CRM
- Influencer marketing
- Podcast and Spotify Ads
Solutions
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Audited both tech and media stack to quickly address the high impact low effort fixes.
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Analyzed the interests, psychographics, and various affinities of existing Fratelli Carli customers.
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Tested multiple new personas and activation offers to gather insights into new audiences.
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Rapidly experimented with brand messaging and product display across all channels to significantly decrease the CAC of new customers.
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Designed personalized retention loops through emails, search, social, and retargeting to increase the LTV of US customers.
Example of Creatives
Results
Overall, 2020 media has resulted in Fratelli Carli seeing a ROAS of 6x.
After initial onboarding (where the primary focus was fixing tech stack and tracking), Fratelli Carli saw massive improvements in new customer acquisition, seeing a YoY increase in new client revenue of over 350% between April and September.
As client goals shifted to retention in the second half of 2020, the NoGood squad shifted tactics and increased Q3 existing customer revenue by over 50% YoY.