Storytelling makes the perfect mixer
The LCBO plays the role of both regulator and retailer of alcohol in Ontario, so their marketing efforts always walk a fine line—they want to promote product, but in a way that also promotes responsible consumption. Our strategic efforts to engage customers while educating them has allowed the world’s largest purveyor of spirits to do both.
Our editorial approach to the LCBO’s promotional literature—which began with a “Whisky Rocks” magazine filled with stories of music and whisky—always aims to place the product within a compelling read that includes inspiration on how to best enjoy them. And, after we invite passersby into LCBO locations with provocative retail campaigns, our point-of-purchase copy continues that conversation with rich facts, helpful tips and—as #RumNRhythm accomplished for the LCBO for the first time—engagement through social media.
Fast forward several years and campaigns later, we’ve continued to expand LCBO’s presence as a source for entertaining tips through our management of the LCBO.com website. Our #expertadvice campaign positioned LCBO staff as experts by connecting them through a curated network of social influencers. The result was a boost in LCBO’s social presence and engagement by 30%.
When it came to helping LCBO launch the new LCBO.com, we put into place a site structure to optimize the user experience of the content created. Our digital contributions have included everything from original video to CRM campaigns to extensions of print promotion, all of which inspire consumers to explore and learn.