How We Rebuilt Bertolli's Brand Reputation
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Bertolli’s share price hit the floor after a series of news articles called into question the quality of their olive oil. The story had one fundamental problem - it wasn’t true, and we were tasked with turning the tide of negative press.
Key Objectives
01
Repair brand reputation, build positive sentiment and re-establish Bertolli’s status as America’s most loved olive oil.
02
Hyper-target areas of the US that represented Bertolli’s consumer hotspots - namely, the mid-west.
03
Create an always-on stream of licensable content to be repurposed in Bertolli’s wider crisis management efforts.
Repairing consumer trust is no easy task. It required a strategic approach that placed a premium on the quality & relevance of the influencers selected.
With this in mind, we targeted several streams of creators that had one thing in common - quality was their number one motivating factor when purchasing olive oil. This ensured advocacy came from a place of authenticity & credibility.
With this in mind, we targeted several streams of creators that had one thing in common - quality was their number one motivating factor when purchasing olive oil. This ensured advocacy came from a place of authenticity & credibility.
Key Objectives
Reputation would not be repaired overnight - an always-on approach was required to reverse misconceptions. This informed our 365-day strategy - each day, an influencer would educate consumers on why Bertolli’s Extra Virgin Olive Oil was the premier option.
Qualitative Result
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Campaign Results
365 days of influence helped turn the tide of the negative brand sentiment.
365
1039
15.6m
12.3m
Creators Activated
Content Shared
Total Impressions
Total Reach
Total Engagements
Engagement Rate
Sales Uplift
2.8m
7.5%
36%
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Campaign Sentiment
We took Bertolli's positive brand sentiment across social media from 24% to 92%. That is a 64% increase - all in the space of a year.
Industry Standard
vs
Buttermilk Achieved
Brand Fan Eng Rate
4%
14%
Micro Eng Rate
3%
7%
Macro Eng Rate
2%
5%
Likes Per Post
2000
9544
Comments Per Post
35
86
