Kosterina’s Samuel Davel on Use Case Repositioning: How One Campaign Defied All Expectations

Samuel Davel repositioned Kosterina's olive oil from a lifestyle product to a wellness ritual — and rebuilt the brand's content and measurement around it. He breaks down the Media Efficiency Ratio his team uses instead of last-click attribution, his framework for vetting agencies, and how geo-targeted influencer partnerships are helping the brand measure lift at retail.