Caraway

After launching in 2019, Caraway’s colorful non-stick, non-toxic cookware sets garnered the attention of celebrities, dozens of publications, and hundreds of thousands of home chefs nationwide. Once their brand-owned Facebook and Instagram advertising hit a plateau, they reached out to us to help them expand their reach and continue to grow their customer base and revenue profitably.

The beauty of Caraway is that their cookware isn’t just cookware—it’s an experience. Armed with feedback and strong social proof from Caraway’s robust customer base, we created first-person review-style advertorials and third-person articles to educate potential customers about the features that differentiate Caraway’s high-quality products from other cookware. Using very raw UGC imagery and video from creators, we tested hundreds of content iterations through whitelisted handles and stacked social proof on long-running ad creatives to amplify Caraway’s existing brand loyalty and reach new audiences.