Objective

Grey Goose is a long-standing client that is always looking to be at the forefront of new technology. When we approach planning for the fiscal year, there is always a big question and emphasis on innovation: what is new in the industry and how we can capitalize on it.

We have a strong partnership with Grey Goose, built on years of award-winning results and innovative solutions that save the brand team time and money, while increasing their digital presence among target consumers. During the fiscal year planning for 2024, the key challenge was identifying new tactics to leverage advancements in the search industry to maintain Grey Goose's competitive edge over traditional and search competitors. Using a study by Search Engine Land that revealed 48% of consumers utilize voice technology for general search queries, we identified mobile voice search as a significant opportunity to increase brand visibility and awareness. The campaign aimed to connect Grey Goose with their target audience of technology savvy consumers who enjoy luxury spirits and cocktails, while taking share of voice from blogs and retail competitors who were owning this space.  

Key Program Objectives:

1. Expand Grey Goose’s reach by connecting with searchers via voice search by increasing impressions and Quick Answer Results
2. Take Share of Voice (SOV) from competitors  
3. Position Grey Goose as a leader in the search industry

Strategy

Strategic Approach: To address the brand challenge of finding innovative ways to stay relevant in the changing search landscape, we devised a comprehensive mobile voice search strategy centered on creating FAQ content tailored to address the specific queries consumers typically use in voice searches.

We closely collaborated with Grey Goose's brand and legal teams to ensure that the new voice search content reflected the brand's messaging and positioning while adhering to the stringent regulations governing alcohol advertising. Our partnership with BrightEdge, SEO research and reporting platform was instrumental, as their tools enabled us to identify the most pertinent consumer questions with high search demand, effectively measure the outcomes of our initiatives and communicate the success of the program with visual aids.

Furthermore, we coordinated with the Razorfish project management, client relations, creative, and development teams to establish realistic timelines and workflows. This collaboration led to a quarterly cadence for new content with optimized copy and brand relevant images to be published to Greygoose.com for 5 English speaking markets (US, Canada, United Kingdom, Australia and Global English).

Execution: To effectively implement the content strategy, we used a holistic approach to research and identify opportunities for Grey Goose to answer top consumer questions asked on mobile devices:

1. Research: We leveraged SEO tools including BrightEdge, Google Trends and Google Keyword Planner to identify top searched Grey Goose, vodka and cocktail educational queries in the category that had a mobile voice or Quick Answer result.
2. Content selection and prioritization: When selecting content topics, we prioritized the highest volume questions that aligned with our target audience and were ownable for Grey Goose. This prioritization ensured that our efforts were focused on areas with the greatest potential impact.
3. Ongoing optimization: The program was designed to be agile, with content creation and updates occurring on a quarterly basis or more frequently if a quick fix was needed to capitalize on a new trend.
4. Adaptable: As generative AI and AI search results became available to consumers, our team was at the forefront of researching how AI results were generated and implementing test and learns to ensure the voice search strategy was carried over to the newest industry innovations. Throughout initial research, we were able to infer that most queries with a voice search result would also have an AI result and our strategy was sound for capturing new AI search results.   

The mobile voice search content process was created to be a scalable solution that all teams aligned on to create content informed by search trend and historical insights, allowing for continuous refinement resulting in exponential results.  

Results

The voice search program quickly surpassed program goals:

1. Exceeded organic traffic and ranking expectations in just 6 months
   • Beat Google Impressions KPI by mid-year point – 455% increase YoY (5.3M Impressions)
   • 880+ Quick Answers – Increased 56% YoY
   • #1 rank for 55% of target terms
2. #1 SOV

• Outranking blogs, e-retail sites and vodka competitors for target terms

3. Quickly adapted to changes in the search landscape with AI Overview optimization
   • Identified 81% correlation in voice search Quick Answers to AI results in Google
   • Ranking for 2,100+ AI Overviews for cocktail and vodka education

Our client was impressed that the voice strategy had the longevity to adapt with industry changes and said “Our SEO Razorfish team, Mark, Kathryn and Lauren are amazing to work with and truly skilled at SEO, elevating Grey Goose to continue to reach new SEO records and optimize against quick wins. They are an integral part of our media practice at Grey Goose, aiding in uncovering and developing unique opportunities, fostering an excellent partnership with our paid search team, and working continuously to push the brand to perform to new heights. The Razorfish SEO team is an undeniable asset to Grey Goose that I lean on as a true partner and leader in their field. We’re looking forward to our ongoing work with them and continuing to smash records with increasingly higher goals in sight.”

Grey Goose values search as a marketing tactic and is planning to continue our partnership by investing in new tests and tactics.

Media