How Graza Elevated Social Media & Influencer Campaigns with KNO and Superfiliate

Graza brings the essence of sun-soaked Spanish olive groves right to your kitchen, offering premium cold-pressed olive oils that elevate every meal. With their standout products—Sizzle for daily cooking and Drizzle for adding those perfect finishing touches—Graza is transforming the way people experience high-quality olive oil.

Here’s where we introduce Kendall Dickieson, a seasoned social media and influencer marketing consultant with nearly eight years of experience, specializing in CPG and DTC brands. 

Her expertise spans across the food, beverage, wellness, and beauty industries, where she has made a significant impact by developing and executing social strategies that resonate with target audiences. 

When it comes to influencer campaigns, the real question isn’t just about reaching more people—it’s about reaching the right people. Graza faced this exact challenge: how do you know where to double down on influencer efforts? As Graza’s go-to expert, Kendall knew she needed to get the insights directly from their customers. 

Discover how her strategic approach not only increased Graza’s brand visibility but also fueled impressive revenue growth by turning customer insights into actionable strategies.

Challenges Before KNO and Superfiliate

Early Approaches to Customer Feedback

In the early days, Graza’s approach to managing customer feedback was highly personal and direct. Andrew Benin, the founder of Graza would send out plain text emails, engaging with customers one-on-one, reading, and responding to every message himself. 

Being this hands-on allowed him to connect deeply with customers, gathering valuable insights that directly influenced product decisions. He would ask customers what they wanted more of, such as recipes or educational content, and their feedback would drive the company’s actions.

As you can imagine, as Graza grew, this approach became increasingly difficult to sustain. The company felt the need for a centralized system to organize and analyze the responses to manage the influx of feedback. The challenge was keeping track of the growing number of customer interactions but also understanding the broader impact of their marketing efforts, especially as their visibility increased on platforms like TikTok. 

Kendall shared: 

“At one point, we started noticing we were getting a lot more visibility on TikTok. I remember getting a screenshot showing our increased presence, and I had to figure out why—was it because of a bigger campaign, or did an unpaid post go viral? Or maybe it was the impact of a campaign we ran with our agency.” 

Initial Social Media and Influencer Strategy

Graza’s early success was heavily driven by a scrappy social media strategy, particularly on TikTok and Instagram. These platforms played a crucial role in the brand’s growth, but tracking the impact of their efforts was challenging. 

The team recognized the power of social media. Still, the lack of comprehensive data made it difficult to quantify how much their organic content and influencer partnerships contributed to the bottom line.

This data gap also complicated budget allocation decisions. 

With multiple touchpoints across social media, Graza relied on audience feedback to understand which channels were driving the most significant results. This feedback loop became essential for refining their affiliate, ambassador, and influencer strategies. 

By identifying consistent performance from particular influencers, Graza can validate and double down on effective channels, ensuring that their marketing efforts are both strategic and impactful. 

When the founders saw consistent success with a particular influencer, it gave Kendall the confidence to invest further in similar partnerships.

Introduction of KNO and Superfiliate

To effectively manage Graza’s growing network of ambassadors, creators, and influencers, Kendall needed a more streamlined and centralized system. This is where KnoCommerce played a crucial role. By leveraging Kno’s insights and post-purchase surveys, Kendall was able to gather valuable data about her customers, which in turn informed her strategy for expanding the influencer program.

As the program grew, manually setting up affiliate codes and tracking sales across multiple platforms became increasingly cumbersome. Kendall integrated Superfiliate into her tech stack alongside KnoCommerce and Graza’s existing Klaviyo setup. This powerful combination allowed her to seamlessly manage and track influencer performance while scaling the program without the limitations of her previous, more piecemeal approach.

With Superfiliate’s product seeding features and the customer insights provided by KnoCommerce, Kendall found it significantly easier to manage and expand Graza’s influencer program. The collaboration between Kno, Superfiliate, and Klaviyo streamlined the process and also created a powerful ecosystem that allowed Kendall to drive even greater results for Graza.

The Approach: Leveraging Data and Strategic Shifts

Instead of spreading their efforts across every social media platform, Kendall and the Graza team used KnoCommerce to analyze their social media analytics and identify where their audience was most engaged. Surprisingly, they found that some platforms where they were less active drove more engagement. This insight led to a strategic shift, reallocating Graza’s efforts towards these underutilized platforms and maximizing impact.

Kendall shared, “Brands often think they need to be on every single platform, which I disagree with…If the data shows that a test campaign improved word of mouth or visibility on a specific platform, I can then request a budget increase for further testing.” 

Here are two specific ways Graza’s post-purchase survey is helping Kendall improve her approach to organic social media and influencer marketing:

Integrating Social and Ecommerce Goals

Kendall stressed the importance of aligning platform usage with customer feedback. If the post-purchase survey shows that customers are increasingly engaging with a platform where Graza had minimal presence, this feedback prompts a shift in content strategy.

“If I was focusing on a platform but survey feedback indicates high engagement from a different one, I adjust our strategy accordingly,” Kendall explained. This ensures resources are allocated to platforms that are driving sales and revenue.

Kendall also uses data from post-purchase surveys to advocate for budget adjustments and support influencer marketing strategies. 

“If budget constraints were an issue, but the data shows that a campaign improved word of mouth over time, I can justify a budget increase,” she noted. 

Innovative Testing with Influencers

Kendall’s approach to A/B testing with influencers mirrors the precision often applied to email and SMS campaigns, aiming to refine and optimize conversion rates. She described how this involves testing different promotional methods, such as having a YouTuber include a $5 discount code in their video description versus simply linking to a landing page. The goal is to determine which approach drives better results. 

“It makes me think about how to innovate and differentiate from others…to see which approach converts better,” Kendall explained, highlighting the growing focus on performance-driven marketing.

These A/B tests provide insights into what resonates with audiences and inform broader strategies and budget allocation decisions. 

Breakdown of Graza’s survey

Post-purchase Survey Question: “We have one question that helps us be better at our olive oil jobs! How did you find out about Graza?”

The primary goal of this question is to gather direct insights into how customers discovered Graza, helping them understand the effectiveness of their marketing channels and strategies.

Engaging and Playful Tone:

The question is framed in a friendly and relatable manner, which aligns with Graza’s brand voice. This encourages customers to participate without feeling like they’re filling out a mundane survey.

They’ve received a 100% completion rate and a 40% response rate for this survey. 

Focus on Attribution:

By asking how customers found out about Graza, the survey helps the team directly attribute sales to specific channels, whether it’s social media, influencer marketing, word-of-mouth, or other sources.

Data-Driven Insights:

The responses provide actionable data that Graza can use to refine their marketing efforts. Understanding which channels are driving the most traffic allows them to allocate resources more effectively.

Continuous Improvement:

The survey emphasizes that Graza is committed to improving its marketing strategies based on customer feedback, which underlines a sense of collaboration between the brand and its customers.

Results of Influencer Marketing, Diverse Attribution, Cross-Team Collaboration, and Continuous Innovation

Influencer Marketing Impact

Influencer marketing has been a key driver of brand success, with over 2,000 products seeded to influencers since the ambassador program’s launch. 

KnoCommerce played a crucial role in these efforts by providing the data needed to refine influencer strategies. Through post-purchase surveys and analytics, the brand was able to track which influencers drove the most engagement and conversions. This data allowed for strategic A/B testing, such as comparing the effectiveness of discount codes versus direct landing page links, ultimately optimizing the campaigns for maximum ROI. 

Attribution is Diverse

Navigating the complexities of attribution requires an understanding of how various channels contribute to online and offline sales. Kendall emphasizes that while TikTok often stands out as a major driver of brand awareness, the distinction between customers discovering products on TikTok and then purchasing them in retail stores adds another layer of complexity.

And even though TikTok gets a lot of attention, Instagram is still really important because of its loyal followers. The surveys showed Kendall’s team that both are equally important for different reasons, giving her a reason to continue driving improvements to both platforms.

The key takeaway is that attribution isn’t limited to just one channel—it’s the result of diverse efforts across multiple platforms, both online and offline. Whether through organic TikTok content, Instagram campaigns, or the ability to purchase in retail locations, each touchpoint contributes to the overall success and month-over-month improvement. 

The post-purchase survey aims to understand which channels are actually contributing to your brand’s bottom-line efforts so you know where to double down and avoid throwing spaghetti at a wall to see what sticks.

The importance of cross-team collaboration and working toward a shared goal

Kendall shared that traditionally, social media teams aren’t deeply involved in the ecommerce side of the business. However, by focusing on data-driven decisions, the approach has shifted towards a blend of performance and brand-driven strategies—such as integrating Kendall’s influencer strategy with the channels that are contributing to revenue the most.

Continuous Innovation

Kendall’s work with Graza shows that ongoing testing and adaptation are essential in a competitive market. Even with an affordable, well-branded, and high-quality product—an ideal combination—staying ahead requires continuous learning and adjustment. 

“Many products today look great but miss the mark in quality. I hate to use the word ‘unicorn,’ but everything with this brand just lines up perfectly.”

The market is always evolving, and consumer expectations shift, so maintaining Graza’s edge means constantly refining strategies to meet new challenges and opportunities.

KNO + Superfiliate: Better together 

KNO and Superfiliate are truly “better together” for brands like Graza. By combining the power of KNO’s deep customer insights with Superfiliate’s robust influencer management tools, Kendall and the Graza team created a seamless, data-driven strategy that amplified brand visibility and drove significant revenue growth. This integrated approach allowed Graza to scale its influencer program efficiently, ensuring every campaign was optimized for success.

Ready to elevate your brand with the power of KNO and Superfiliate? Get in touch with us today to learn how this dynamic duo can transform your social media and influencer strategies.

Our team is here to help you find the right fit for your business.

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