CASE STUDY: DIGITAL STRATEGY
Pappy & Company is a family-owned bourbon lifestyle brand founded by the great granddaughters of Pappy Van Winkle. By leveraging the family legacy and their modern, sophisticated tastes, they make & offer products adored by bourbon enthusiasts around the country.
At first, some advertising support.
And then, the complete toolkit for growing their business.
Launched and scaled advertising channel
Reinvented email marketing & automation.
Developed a full suite of business intelligence tools.
Provided the thought leadership the brand needed to grow.
OVER ESTABLISHED 2020 REVENUE GOALS
RETURN ON AD SPEND
YEAR-OVER-YEAR INCREASE IN WEBSITE TRAFFIC
YEAR-OVER-YEAR INCREASE IN WEBSITE CONVERSION
Paid Advertising Execution
Email Template Design
Automations & Campaign Support
Molly Patton, Marketing Director, Pappy & Co
Pappy & Company came to Craft 52 in search of an advertising partner. Three years later we are an indispensable member of the marketing team.
“We’d like to explore some digital advertising.”
As requests go, this first one from Pappy & Company marketing director Mollie Patton was pretty straightforward, and Craft 52 was happy to oblige. As we dove deeper with the brand though, we realized significant potential. In those initial few months of executing the brand’s first significant advertising push, we were able to offer additional guidance in other channels to help the whole digital ecosystem run a little smoother.
In that first year (2019), we helped the brand catch up to and hit their annual sales goals after a slower than anticipated start to the year. Thanks to that initial success, Pappy & Company tapped Craft 52 to overhaul additional elements of their digital marketing strategy. Our experience, our work, and our ability to understand communicate the brand, allowed Pappy & Company to trust us as the thought leaders behind their digital DTC business in 2020.
After overhauling the email marketing channel, adding sophisticated marketing automation, scaling up advertising efforts, and building some simple data tools to better track and measure our efforts, we ended up beating Pappy & Company’s 2020 DTC sales goals by more than 270%. And thanks to that growth, the brand is on a completely different trajectory.
Now in 2021, Craft 52 is fully integrated into Pappy & Company’s business. We are one of the key players in steering the business’s growth, and we interface with every layer of the company. Our recommendations help decision makers in the C-suite, marketing, operations, customer service and more. Plus, we still execute important, growth-minded digital channels like advertising and automation. Next up, a full Shopify website rebuild is scheduled for late this year.
Thanks to this deep & integrated partnership, Craft 52 has a strong, reliable partner and Pappy & Company is on track to beat revenue targets again in 2021. It’s the exact type of relationship we like to cultivate.
WANT RESULTS LIKE THIS?
Kevin Luby, Founding Parter, CRAFT 52
Our company was growing and knew we needed to onboard a digital marketing expert who could help us with the next major growth phase of our business. We wanted to capitalize on untapped channels for strong and more impactful marketing with clear ROI and we knew Kevin’s team was a solid match for our needs as well as business culture.
I think of Kevin as a business partner and for the most part an in house employee. He is committed, personable and truly cares about the interest of our brand as if it was his own.
The pace at which we are growing and the exponential return on investment his team has demonstrated is pretty incredible. It was a relationship that started on the conservative side of engagement and now all we wonder is, “how can we get more of Kevin’s expertise”?
This list feels like it could go on for days. Kevin alone has been a sounding board and partner and offered council in so many ways. His ever expanding knowledge in the digital space is truly impressive and most of all his humble approach to always under promise and over deliver has made our marketing department so much stronger and a clear driving force for the overall brand’s expansion. We feel so grateful to have Kevin on our team. Thank you!