The Mixer

Campari Group

The fastest growing drinks publisher in the US & UK.

Best Content Platform

Best Use of SEO

High Commendation for SEO

Brief

To become the all-in-one drinkspiration destination that provides value and inspiration to consumers whilst increasing organic search visibility for Campari’s portfolio of brands in the unbranded search space.

Solution

Bridging the gap between brand and publisher with the creation of The Mixer. A one-stop platform of needs-led, SEO articles that inspire sparkling and memorable moments with loved ones through quality cocktail-making at home. The Mixer aims to attract wider search audiences at the top of the funnel using needs-led, unbranded queries (88% of the category’s search), then engage these users driving brand consideration through on-site content.

What we did

After conducting initial category assessments and traffic modelling, we conceptualised, built, and launched The Mixer. Our team of editorial and Digital PR experts, who specialise in the lifestyle, food, and drink industries, have published over 1,5K recipes and articles – along with relevant product recommendations – based on deep social and organic search insights. The goal is to ensure that every piece published perfectly aligns with what interests and serves the target audience, from recipes to tutorials and happening-now trends. As early adopters of generative AI, we merged our expertise in creative content and search to innovatively boost page performance. Articles with original AI-generated imagery have enjoyed increased site discoverability and enhanced engagement due to improved page experience and context for users – 66%+ web search clicks, 375%+ image search clicks & 5%+ engagement (compared to stock).

Results

The brand publishing strategy involves an exhaustive approach to keyword research, audience understanding and test-and-learn. We hone on topics that competitors overlook, allowing The Mixer to deliver unparalleled value and differentiation to serve its audiences’ needs, becoming the fastest growing drinks publisher in the UK & US. By providing high-quality content on untapped topics as a growing trusted authority, we attract new audiences, nurture a loyal following and build Campari’s first-party data and customer base. In just two years, The Mixer has set the foundations to become a major, global brand publisher driving organic growth and share of search for Campari Group brands in the category, reducing reliance on paid media and becoming the second highest performing organic site for the group.