Growing engagement and product trial
OHLQ website
and campaign
Client: OHLQ (Ohio Liquor)
Ohio Liquor (OHLQ), the public/private partnership responsible for managing liquor distribution across the state, sought to increase customer engagement outside of purchase moments and drive trial of new spirits. With profits funneled into Ohio’s economic development, increasing awareness, trial, and responsible consumption was a key business priority.
My role
Working across two parallel work streams, website experience and seasonal marketing campaigns, I led content strategy, editorial planning, and campaign development to transform OHLQ from a functional product catalogue into a vibrant, high-performing consumer brand.
Website (content & engagement)
As part of a cross-disciplinary team of SEO specialists, designers, and developers, I developed and managed an editorial strategy focused on reaching customers between purchases. This meant shifting toward content that inspired, educated, and encouraged product exploration while promoting responsible drinking habits.
Campaigns (seasonal marketing & creative direction)
Leveraging insights from the website work stream, I led the creative direction and messaging of OHLQ’s first seasonal campaigns. I collaborated closely with designers and client stakeholders to balance the desire for increased product trial with the brand’s responsibility mandates, ensuring campaigns remained exciting, safe, and compliant.
Key tasks performed
Editorial planning
Campaign management
Creative direction
Content strategy
Strategy development
Stakeholder management
Content creation
The approach
Website
Built a deep editorial strategy informed by SEO, customer insights, and analytics.
Created engaging evergreen content (recipes, guides, educational articles) to grow organic reach and inspire product discovery.
Shifted OHLQ toward a "content-led" model, using storytelling to drive trial and conversion.
Defined content structures that supported both new users and high-intent shoppers.
Campaigns
Created seasonal themes and messaging frameworks designed to excite without pushing consumption.
Structured campaigns to reuse evergreen content, maximizing efficiency while ensuring continuity across channels.
Partnered with stakeholders to meet compliance requirements and ensure safe, responsible communication.
The outcome
The website evolved from a store and stock locator into a content-rich, high-engagement resource that drove both discovery and enhanced brand perception. Seasonal campaigns significantly expanded reach and helped position OHLQ as a trusted, educational, and vibrant spirits authority.
Website impact
173% increase in organic keywords
153% increase in organic keywords for recipe content
89% increase in clicks to content pages
Achieved strong Google visibility — including multiple carousel placements
Competed successfully with major publishers such as the New York Times and Martha Stewart
Campaign impact
532% increase in overall traffic
80% increase in organic traffic to retailer pages
165% increase in organic traffic for product-related queries
236% YoY increase in non-branded organic product traffic
These results demonstrate how a cohesive editorial strategy combined with thoughtful seasonal campaigns can drive both engagement and commercial outcomes, whilst maintaining OHLQ’s commitment to safe and responsible consumption.
