CROWN ROYAL WHISKEY CASE STUDY

TURNING SERENDIPITY INTO STRATEGY

SITUATION
This leading brand of Canadian whiskey had invested millions in a NASCAR sponsorship. They needed to turn awareness of the sponsorship into action by increasing site traffic, registrations and brand involvement.

SOLUTIONS
Working in consultation with Crown Royal's web agency:

1. Initiated a Search Engine Optimization (SEO) program to improve the site’s ranking in organic search results. 
2. Simultaneously applied rigorous analysis to website data to uncover insights about the behavior and motivations of site visitors.

RESULTS

1. Christmas in the Spring! The SEO program increased key metrics of site visits by 27% with corresponding increases in time on site and repeat visitors.
2. Analysis of site store transactions revealed an opportunity to turn a seemingly unimportant branded item into a strategically valuable viral marketing tool… custom labels.
   
   
   

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