olli salumeria
case study:
overview
Partnering with Olli, NoLie established their Amazon presence, supporting both a top-performing SKU and a new innovation product primed for growth. We expanded efforts to include Instacart ads, influencer marketing, paid social, and creative website projects, amplifying Olli’s reach across key consumer channels.
The Brand
Olli Salumeria is a premium salami brand founded by fourth-generation Salumiere Oliverio Colmignoli, blending old-world Italian craftsmanship with “better-for-you” ingredients. Committed to high-quality, humanely raised meats, Olli produces authentic, slow-aged salami with a softer, more traditional taste.
With a state-of-the-art facility in Oceanside, CA, Olli has expanded into snack packs, mini salamis, and alternative retail channels, fueling its steady growth. Now pioneering the first preservative-free salami in the U.S., Olli continues to push innovation while expanding its presence in major retailers nationwide.
Olli approached NoLie to establish their Amazon FBA presence and unlock new growth opportunities for both a best-selling SKU and an innovation product which expanded into an opportunity to grow their Instacart presence and directly impact retailers sales.
The brief
The Results
Positive ROAS by month 2
14 SKUs launched on Prime; 200+ Reviews in 6 months leveraged for real market feedback
6.5M Organic Impressions
40 Micro Influencers engaged in 8 months; 59 pieces of UGC delivered and 2 viral posts driving an average 12% engagement rate
58% increase in revenue
28 out of 75 on Instacart’s Fastest Growing Brands with a 77% increase in Category Share
We used Amazon as a test platform for driving direct to consumer sales, trial of new product segments / flavor varieties and leveraged the Vine program for quick, real time consumer feedback on these innovation products.
Tactics:
Platform Search | Platform Display & Video | Influencer | Paid Social
Measurement:
Media Orders | Media Revenue | Media ROAS | Total Orders | Total Revenue | Total ROAS
Results:
Amazon launched with a best seller alongside an innovation product with multiple flavor variations. Leveraging Vine for accelerated review growth we were able to expedite the Prime badge placement and in turn, sales. A positive ROAS has been sustained since Month 2 and the program is fed by on platform search, display and video ads as well as social visibility through influencers.
Leveraging the reviews and use case feedback from Instagram, we evolved product offering and tested new variety pack pairings, strategically placing each to garner the max amount of reviews for each new launch.
amazon strategy
Instacart’s initial presence had been established but had an opportunity to build more momentum and grow in tandem with product rollouts and distribution increases.
Tactics:
Platform Search | Platform Display | Influencer
Measurement:
Attributed Units | CVR | Attributed Revenue | ROAS | Total Revenue
Results:
By optimizing product listings and sponsored product categories, we were able to gain insight to top performing skus which allowed for better scaling than when in their stacked configuration. This opened up budget flexibility and supported 58% YoY growth in revenue. To further increase visibility on platform, Shoppable Display was layered in our top three categories, driving new to brand sales and a 77% increase in Category Share. In December, it was announced that Olli had landed spot 28 on Instagram’s 2024 Fastest Growing Brands list.
Instacart strategy
Large scale, produced photoshoots were outside of budget and for the purposes of social media, staged photography also came across as inauthentic and limited the variety of imagery.
By tapping into a network of influencers, we were able to engage 5 creators a month for a minimal cost. This increased credibility, expanded our visibility to new audiences, grew Olli’s social page presence in an organic way and allowed for us to build a cost effective image and video content library for a variety of uses.
New themes were used each month and the influencers were challenged to use product in innovative and creative ways. This spanned from spooky charcuterie boards to festive gift baskets to unique takes on viral recipe trends, giving us timely seasonal and relevant content year round.
In the first 8 months, 40 influencers were engaged and drove over 6.2 million organic impressions. Within the same budget we grew our content library by 59 unique pieces and learned that recipes and holiday activations were big opportunities for the brand.
Creative strategy
Client testimonial
"NoLie has been a nimble and adaptive partner, helping us create a direct connection to learn about our consumers via Amazon and social and amplify retailer sales via Instacart with smart, data-driven strategies. Their ability to generate content efficiently and optimize in real time has been invaluable in driving our growth.”
Tim Goldsmid; CEO