Website and search campaign
Beer is beautiful. To us, here at Yucca, the truth of this is blindingly obvious but, with the masses out there, beer doesn’t have such a rosy image.
We were asked to come up with a website strategy that supported a range of content already produced by the BBPA. This content highlighted three important elements of the Beautiful Beer campaign: great pubs (of which we have in-depth knowledge), tasty menu suggestions for matching beer with food, and information telling the truth about beer and health. So, we focused the site firmly on this content and then used search engines to drive the right people to it, ultimately helping to get the Beautiful Beer message in front of people at the exact moment they’re looking for a recipe, or a great pub.
As well as building the website and running the search campaign, we added on a feature to the website’s content management system to enable the public relations staff at the BBPA to publish news content and request that it be published instantly on the search networks (Google, Yahoo and MSN). This is an extremely valuable feature when you consider how important the BBPA has been as a voice piece for the industry in recent politically charged industry debates such as 24 hour licensing, smoking in pubs and binge drinking.
Each month, the site is receiving over 5,000 unique visitors; 88% of the total traffic is generated directly from the search campaign. In addition, the ads have been show 2.5M times across Google, Yahoo and Bing.
"The website and accompanying campaign has allowed us to talk to the right people at the right moment about ‘Beautiful Beer’."
Ros Sheil, PR manager