The Challenge

• Limited structured digital presence in the USA and Europe

• Need to translate scientific quality into compelling consumer storytelling

• Balancing chef authority with everyday consumer appeal

• Driving traffic and conversions through paid media

• Building social engagement beyond static product visuals

Manni Oil required a modern digital framework that aligned heritage, science, and lifestyle positioning.

Our Approach

We implemented a holistic digital growth strategy centred on:

• Social media leadership and visual storytelling

• Educational content development

• Paid media campaigns across awareness and conversion

• UGC and community activation

• Ongoing performance optimisation

This approach connected culinary authority with contemporary digital behaviour.

Social Media & Content Strategy

Brand Positioning

We refined digital storytelling around:

• Science-backed organic production

• High antioxidant and quality credentials

• Tuscan heritage and zero-waste sustainability

• Chef endorsement and culinary excellence

Content Pillars

We developed structured themes to balance education and aspiration:

• Heritage and craft storytelling from Tuscany

• Chef integrations and culinary authority

• Product benefits and antioxidant education

• Lifestyle recipes and pairing inspiration

• Sustainability and zero-waste production

Content was optimised for Instagram, TikTok, and Facebook, with emphasis on short-form video and carousel storytelling.

Engagement Impact

• 48% increase in social engagement

• 36% increase in saves on recipe-based content

• 29% growth in follower base across key markets

Paid Media Strategy

We built a performance-driven paid framework across:

• Awareness campaigns targeting food, wellness, and premium lifestyle audiences

• Engagement campaigns amplifying high-performing organic content

• Conversion campaigns driving traffic to product pages and newsletter sign-ups

• Retargeting campaigns nurturing warm audiences

Creative leveraged top-performing organic visuals to maintain authenticity.

Key Results

• 2.6x blended ROAS across paid campaigns

• 55% increase in website traffic from paid channels

• 27% reduction in cost per click

• 33% increase in newsletter subscriptions

UGC & Community Activation

To bridge aspirational chef authority with everyday usage, we:

• Activated home chefs and food creators

• Encouraged Mediterranean recipe sharing

• Repurposed UGC into paid and organic assets

• Integrated seasonal content moments

This strengthened trust and relatability while maintaining premium positioning.