Social Media Management: Bridging the Intention Gap
O Olive Oil and Vinegar are a California-based olive oil and vinegar brand, producing all natural, award-winning, artisan olive oils and flavored vinegars. O products sell in major grocers across the country and online. Dan has been charged with increasing faltering engagement and improving online sales in North America, without the use of shopping ads.
The challenge with online olive oil sales is intent. Unless you are an ardent foodie, olive oil and vinegar are not often something one shops for in advance of a trip to the grocery store. So, how do you meet consumers where they purchase, if they are not purchasing products online?
The challenge with online olive oil sales is intent.
The strategy is ongoing and results are measured quarterly. Tactics employed, given a limited budget and leveraging existing and archived assets, include:
- Podcast Sponsorships
- PPC Campaigns
- Retargeting/Remarketing Campaigns
- Google Image Ads
- SEO Keyword Optimization and Content Deployment
- Social Sweepstakes and Social Engagement Strategies
- Social Platform Advertising
- Social Sign-Up Campaigns
- Video Advertising
The strategy focuses on social media platforms and PPC advertising, with no earned media. The goals are to increase engagement with a limited budget. While progress has been slow, Dan has managed to increase engagement on the faltering platforms by several percent each week and has added LinkedIn advertising to promote sales of corporate gift boxes.