The campaign focused on three deliverable areas, SEO, Paid Media and Organic Social, all underpinned with creative messaging and visuals.

Our first point of action was to start building their organic presence. Initially, there were only 29 ranking keywords, with none of these on page one. We put in place an SEO plan with a focus on customer-first content. At the core of this strategy were blogs to capture those searching for information. We also focused on reworking their landing pages with a focus on core keywords and writing for conversions. 

We knew social media would play a huge role in finding new customers and building a community. Posts were created to incentivise people to subscribe and promote the Try Before You Buy events. Each is made with a unique tone of voice and approach designed to engage.

For Google ads and paid social, our focus again was not only on increasing subscribers but also on selling individual products through the eCommerce division of their business. We knew that seasonal events, such as Christmas, Mother’s Day and Father’s Day, are peak times online for alcohol purchases, so we focussed on optimising our ads and product feed attributes in time for these seasons.

To support our efforts on social and Google ads, we also provided a creative consultancy to allow us to communicate  similar messages. Still, in fun, creative ways, be it through images, animations or videos.