Global brand × performance reset

76% paid savings. 213% organic lift.

Same conversion volume, dramatically leaner spend, compounding organic on top. Big-brand equity, challenger-brand math.

PerformanceSpiritsSEO + paid
76% Paid media cost savings ↑ 213% organic traffic lift
PAID COST CUT
76%
with conversions held flat
ORGANIC TRAFFIC
+213%
from rebuilt SEO program
PAGES INDEXED
80 to 14K
from technical SEO overhaul
WEBSITE COST
-80%
~$400K saved across top 5 markets
THE PLAYBOOK

How we ran a legacy global brand on accountable math

Southern Comfort needed to operate as a global brand while proving modern digital performance discipline. We rebuilt the paid mix from first principles — audited every channel, killed low-signal spend, rebuilt bidding around actual business outcomes, and consolidated creative around proven winners.

In parallel we stood up an SEO program: technical remediation took the site from 80 to 14,000 pages indexed, restructured architecture, and built a content hub aligned to real search demand.

Built six globally-owned locally-operated sites for $60K out of a $192K maintenance budget — projected $400K+ cost savings vs. the prior microsite approach. Paid and organic ran as one system with shared measurement, not two silos.

The reset

  1. Paid media rebuild: killed low-signal spend, restructured bidding around outcomes, consolidated creative around winners.
  2. SEO overhaul: technical remediation, restructured architecture, content hub built around real search demand.
  3. Six new globally-owned locally-operated sites for $60K vs. $192K maintenance budget — $400K+ projected savings.
  4. Paid + organic running as one system with shared measurement and a single dashboard leadership could act on.

Outcomes

  1. Paid media cost cut 76% while holding conversion volume steady — clean defensible efficiency.
  2. Organic traffic lifted 213% with zero incremental ad spend, compounding monthly after launch.
  3. Site cost across top 5 markets dropped ~80% — about $400K saved vs. the prior microsite approach.
  4. First B-F brand on Instagram carousel ads — pioneering the channel for the portfolio.