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

Page: https://stenobird.com/podcast/brilliant-commerce-7086880/kosterina-s-samuel-davel-on-use-case-repositioning-how-one-campaign-defied-all-expectations
Text version: https://stenobird.com/podcast/brilliant-commerce-7086880/kosterina-s-samuel-davel-on-use-case-repositioning-how-one-campaign-defied-all-expectations.md
Podcast: [Brilliant Commerce](https://stenobird.com/podcast/brilliant-commerce-7086880)
Published: 2025-08-27T19:13:28+00:00
Episode link: https://podcasters.spotify.com/pod/show/front-lines-studios85/episodes/Kosterinas-Samuel-Davel-on-Use-Case-Repositioning-How-One-Campaign-Defied-All-Expectations-e3e0qv4
Audio file: https://anchor.fm/s/10e2e5fcc/podcast/play/114370980/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-0-22%2F416597291-44100-2-4760620fe594205a.mp3
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Duration seconds: 2374

## Resource

When a premium olive oil brand discovers ChatGPT is driving thousands of dollars in monthly revenue with zero paid spend, it signals a fundamental shift in how consumer education creates both immediate sales and long-term category growth. Samuel Davel reveals how Kosterina's military-disciplined approach to growth measurement exposed agency manipulation while building a repeatable framework for omnichannel brand expansion. Key Topics Discussed: Strategic pivot from lifestyle to educational UGC content - Sam details Kosterina's complete content strategy overhaul from recipe and lifestyle imagery to educational UGC focused on olive oil quality differentiation (single-sourced, early harvested, polyphenol content). The counterintuitive approach: educating consumers to make better category decisions regardless of brand choice, creating informed buyers who drive overall premium segment growth. MER implementation as singular North Star metric - Moving beyond platform-reported ROAS to Media Efficiency Ratio (total revenue ÷ total spend) as the primary decision-making metric. Samuel explains how this holistic view caught their previous agency's manipulation: 85% view-through attribution on Meta and branded search terms stuffed into Performance Max campaigns inflating a 12X reported ROAS while revenue remained flat. Use case repositioning that transforms consumption patterns - Sam Davel's tactical repositioning of olive oil from cooking ingredient to daily wellness ritual. The campaign he expected to fail became their highest-performing January initiative, demonstrating how use case repositioning can unlock entirely new consumption patterns and purchase frequency without product changes. Advanced agency vetting framework beyond basic credentials - Samuel due diligence checklist:…

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