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Strengthening Digital Presence and Expanding Market Share

Crown Royal Stoves is a leader in outdoor wood boiler systems known for durability, innovation, and eco-friendly heating solutions. The brand sought to enhance its online presence, improve paid media results, and amplify its market share in a competitive industry.

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Challenges

Crown Royal Stoves faced several challenges in a saturated market:

  • Competing against well-established brands for digital visibility.
  • Achieving high click-through and conversion rates in a competitive landscape.
  • Increasing brand awareness through SEO and social media efforts while balancing budget constraints.
  • Feeling spread thin internally and needing help manage marketing efforts

Approach

Our team approached these challenges with a comprehensive digital strategy, emphasizing a blend of paid media, SEO, and social media enhancements to support Crown Royal Stoves’ growth.

Paid Media Campaigns:

  • Executed Google Search, Event Fencing, and Addressable Geofencing campaigns to increase visibility.
  • Targeted a mix of geographic areas, targeting specific events, and keywords to reach relevant audiences.

SEO and Content Strategy:

  • Conducted extensive SEO work on the website and business profiles, focusing on Crown Royal Stoves’ unique value propositions (e.g., 409 Stainless Steel, EPA approval).
    Produced new banner images, profile pictures, and four 2-3 minute videos comparing Crown Royal Stoves to competitors and highlighting the brand.

Website and Product Updates:

  • Will collaborate on updating the website, including preparations for the upcoming product launch.

Strategy Implementation

Google Search Ads:

  • The campaigns consistently improved performance, achieving high CTRs (8.11% in July, 8.49% in August, and 9.53% in September) and a steady increase in click volume each month​
  • Top-performing ad groups, such as “Stoves” and “Boilers,” showed significant engagement, with CTRs peaking at 24.48% in September for the “Stoves” group​

Addressable Geofencing:

  • Ran a targeted geofencing campaign around key locations, including the Paul Bunyan Show.
  • The campaign achieved 55,380 impressions with a CTR of 0.16%, leading to five event-based conversions, demonstrating successful audience targeting​

SEO and Profile Enhancements:

  • Updated profile images and banners across platforms, aligning the brand’s visual identity with its value proposition.
  • Conducted targeted SEO efforts to increase organic visibility, driving relevant traffic to the site.

Video Content Creation:

  • Developed four comparative videos highlighting Crown Royal Stoves’ advantages over competitors. These videos have contributed to audience education and awareness, supporting both paid and organic efforts.

Execution

Each campaign and content update was meticulously executed, following a detailed timeline to ensure all elements worked cohesively. Monthly digital media reports informed ongoing adjustments, including:

  • Budget allocation shifts to top-performing ad groups and keywords.
  • Geographic targeting adjustments based on CTR and conversion performance across key states, like Pennsylvania, Michigan, and Wisconsin​
  • Continuous optimization of ad copy, focusing on the brand’s benefits and environmental advantages.

Key Takeaways

  • Effective Targeting: The high CTRs on Google Search ads (averaging over 8% across three months) indicate strong resonance with the audience. The “Stoves” group, in particular, saw a remarkable CTR improvement, achieving up to 24.48%.
  • Local Engagement: Addressable Geofencing successfully engaged potential customers within targeted events, underscoring the value of location-based advertising for in-person conversions.
  • Holistic Brand Presentation: The refreshed social media visuals, SEO work, and competitor-comparative videos have not only solidified brand positioning but also increased brand trust and awareness among prospective customers.
  • Strategic Use of Content: The videos and banners have enhanced the brand’s competitive image, setting a solid foundation for the Bio950 product launch.

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