Olive oil brand Graza’s success hinges on influencers, particularly with its beer-can style refills. According to MediaRadar, Graza initially invested heavily in national advertising, spending $306K between May 2023 and April 2024. However, the company adjusted its marketing strategy in response to skyrocketing olive oil prices earlier this year, reducing its marketing spend from 12.5% of gross revenue to 5%. This allowed Graza to focus instead on efforts like partnering with creators and influencers—over 300 of them—to show how the refills work with their signature squeeze bottle. And the success of the content proves brands can see growth without relying on traditional paid marketing. (Business Insider)
📈 YPulse reported: Young people trust online influencers more than any other public figure
