Website | Influencer Campaigns | Email Marketing | Video | Media Planning & Buying
Leveraging authenticity to catapult brand awareness in a key demographic.
Alessi’s brand loyalists were overwhelmingly middle-aged at a time when grocery sales, their primary revenue channel, were declining. In order to turn around sales, the brand needed to expand its appeal to a younger generation of foodies while also building their online sales presence.
Reposition Alessi as an authentic Italian brand that inspires millennials to create their own traditions. We launched an improved e-commerce store, entered online sales channels (e.g. InstaCart, Shipt), and optimized mobile marketing with an emphasis on video content and social influencers.
Influencer campaign delivered 21M overall impressions
Ongoing social media management drove 44% of overall web traffic
Grew sales by 30% to millennial audience