Carli


Arrow 350% New Client Revenue
Arrow 50% Existing Client Revenue
Arrow 6x ROAs

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

Versatile and experienced media strategist

Claudia Yuan

Creative Designer who helps to create positive outcomes

Queenie Leung

10+ years of experience in growth marketing for start-ups

Dan Mills

VP of Client Partner


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

  1. Audited both tech and media stack to quickly address the high impact low effort fixes.

  2. Analyzed the interests, psychographics, and various affinities of existing Fratelli Carli customers.

  3. Tested multiple new personas and activation offers to gather insights into new audiences.

  4. Rapidly experimented with brand messaging and product display across all channels to significantly decrease the CAC of new customers.

  5. 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.

350% New Client Revenue
50% Existing Client Revenue

How Fratelli Carli Increased New User Revenue By Over 350% YoY

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