sogno toscano

The authentic taste of Italy

The only Single Italian Brand distributor in America, Sogno Toscano supplies an authentic taste of Italy. At times, it is a double-edged sword to be the only American company applying the model of a single brand food distributor when working with numerous partners, while maintaining their high standards from manufacturing to delivery, across restaurants, warehouses and customers.

Key results

$1.5m

Online sales within 10 months

50%

Increase in Returining Customer Rate over the course of 2 years

6x

ROAS

20k

Newsletter subscription (avg. open rate 52%, CTR 15%, Growth Rate 190%, ROI 1900%

3m

Incremental revenue since launch

25%

Improvement to Conversion Rate

5%

Increase in Average Order Value month over month

6x

ROAS

5%

Increase in Average Order Value month over month

Francesco, Alessandro and the team have done a fantastic job transitioning our company from B2B to B2C, driving over $1.25M online sales in less than a year, and during a pandemic. They don’t just do ads and content, they’ve been our strategic growth partners. Grazie mille!

The opportunity

The Sogno Toscano’s CEO needed to quickly pivoting their food service business into D2C when COVID-19 restrictions started to be in place and all the restaurants had to shut down in March 2020. They quickly needed to find ways to sell their products before throwing everything away but needed to continue to bring operational efficiency, growth, and marketing leadership to a drastically evolving space and increasingly more competitive market segment.

The strategy

The Voltn team completely revamped Sogno Toscano’s website on Shopify, as before it was built only for B2B/food service.

Identified a list of immediate opportunities starting to run paid social and paid search campaigns using an omnichannel strategy allowing Sogno Toscano to generate revenue and maximize Return On Ad Spend (ROAS) almost right away.

Giving the changing policies with COVID-19 restrictions, Sogno Toscano needed to manage and understand changing their logistics and identify opportunities for improved long term strategy while improving short term tactics.

Activities

6x ROAS across paid social and PPC

Ad campaigns drove 6x ROAS with only 1.8% ACV and FB/IG achieved 3x more efficiency than goal and a 3.89% CTR ( 4x higher than benchmarks for food vertical).

Given the need for more awareness, discovery, and new customer acquisition from the D2C channel we recognized an opportunity to recruit and engage with a select number of influencer networks. We collaborated with a number of food bloggers with an interest in boosting new customer acquisition, and tested the channel for volume and target ROAS.

We aligned seasonal campaigns with CPA, ROAS and ad campaign volume objectives to identify the most profitable influencers
and networks.

The success

This approach yielded over $1.5M in online sales and a 7.5x ROAS during the first 9 months of the e-commerce launch (March - December 2020). More importantly, it provided the proof that D2C was a viable and profitable new growth business for Sogno Toscano’s core food services business.

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