Case Study: Guinness Party of Canada boosts brand awareness and sales with Strategic Objectives

Guinness Party of Canada - Customer Case Study

The customer, Guinness Party of Canada, faced the challenge of making the Guinness beer brand a year-round favourite rather than just a seasonal choice around St. Patrick’s Day. The vendor, Strategic Objectives, was engaged to develop a public relations and marketing program to build mainstream brand relevance and increase sales outside of the traditional peak period.

Strategic Objectives created a national campaign called The Guinness Party of Canada, which called for St. Patrick’s Day to be made a national holiday. The solution combined a digital hub, experiential events, and media relations, successfully building a community of over 135,000 members. This strategy generated massive brand awareness and led to a 12% year-over-year sales increase, earning the brand a global award for its sales performance.

Guinness Party of Canada