Graza — the whimsical, high-quality olive oil brand out to make sure you never purchase overpriced, low-quality cooking oil ever again.

Launched right at the start of 2022, Graza’s duo of highly recognizable green squeeze bottles instantly took the internet by storm . The packaging is irresistible; they sold out multiple times in those first months — but it’s the social media and influencer marketing strategy that gave fuel to the fire. Name your favorite cooking influencer — they’ve almost certainly been uploading videos to Instagram with that telltale green squeeze bottle in the shot. Offline, the brand is stocked in every cute pantry-goods shop from Brooklyn to Seattle, and in every Whole Foods location in America.

There’s no question Graza’s viral turn would not have come so fast and thorough without the work of Kendall Dickieson, who has been the brand’s Social Media and Influencer Consultant since late 2021. She’s the reason Molly Baz, just to name an influencer, first got her hands on the oil and started featuring it in her videos. Of course, it’s the quality of the oil itself that’s kept the momentum going.

Since those early days, Graza has built up a marketing team that, besides Kendall, now includes a Head of Marketing, a Senior Marketing Manager, a full-time content producer, a Community Manager, and a Marketing Coordinator. They all work together on Air to keep the content flowing.

Kendall has worked as a consultant for a number of CPG brands; she first discovered Air while helping Kevin Lee, CEO of better-for-you ramen brand immi, launch their social and influencer program. When Graza's founders were preparing to launch, they brought her in to do the same thing. As many just-started organizations do, they were managing all their content on a mix of Dropbox and Google Drive.

As launch neared and the volume of content ballooned, juggling Dropbox and Drive became untenable, especially for a brand so reliant on visual assets. Just a month after launch, as user-generated content was pouring in and Kendall's influencer marketing work continued at pace, she made the switch.

Whenever someone imports in bulk from Google Drive, Dropbox, or Box to Air, the original folder structure remains intact; those folders are just converted to Air boards. Of course, boards work differently from folders, so some re-organizing usually helps to maximize Air's efficiencies. Here's how Kendall laid out Graza's board structure in Air:

It's not just seeded influencers who've taken to Instagram and TikTok en masse to show off their shiny green squeeze bottles – home cooks and aspiring food influencers proudly tout their EVOO (that's extra-virgin olive oil, if you're not an aspiring food influencer yourself) all over social media. It's an in-the-know badge for savvy cooks.

As the person in charge of Graza's socials, no small part of Kendall's weeks over the past years have been spent sourcing UGC (user-generated content) and getting approval from the folks who created and posted it to use it on Graza's official channels, paid and organic alike. What this means is: DMing all those people on Instagram, uploading those assets to Air, and finally marking each asset as approved, and for what channels. It's a complex choreography given structure and reliability through Air.

Says Kendall, "All these assets go into Air, where I can tag them as approved for our paid social agency, and then it's right there for them to use."

Even a decade ago, if you wanted a decent bottle of olive oil, you'd just go to the store, skim a few labels, and pick one that you were pretty sure was good enough. Now you learn about Graza on Instagram and beeline to your local Whole Foods to grab a bottle off the shelf, skipping over the wall of dim-green glass bottles. But upending the traditional shopping model relies on a constant volume of fresh content. Not just Graza's hundreds of Instagram posts, but, again, the thousands of assets produced each day by the brand's influencers and fans.

Kendall and the marketing team around her spend hours and hours each month keeping the content (and oil) flowing. The reason she brought Air into the fold is they can't afford to waste time.