LOC: LONDON, UK
The 'Swicy' Pivot: SEO meets Viral Trends
Reversing traffic decline by pivoting from generic 'cocktail' keywords to reactive 'Trend Jacking' strategies like the Mangonada.
01. The Challenge
Traffic PlateauStagnant Growth. Post-pandemic, organic traffic plateaued. NIO relied too heavily on branded search, while competitors dominated generic terms like 'gift sets'. We needed to capture high-volume non-brand search terms to fuel new customer acquisition.
02. The Pivot
Trend Jacking'Trend Jacking' & Commercial SEO. We moved away from generic brand storytelling to a data-led approach. We identified viral flavour trends (Spicy Margaritas, Mangonadas) and created expert-led content to capture this search volume, while simultaneously optimizing gifting pages for 'Cocktail Gift Sets'.
Strategic Protocol
The 'Swicy' Phenomenon
Social listening identified a 243K search spike for 'Mangonadas' on TikTok. We didn't wait. We launched a reactive campaign featuring recipes from Master Mixologist Patrick Pistolesi, positioning NIO as the authority on the 'Swicy' (Sweet + Spicy) trend before competitors.
TikTok Data
Credibility & Authority
To rank for competitive terms, we needed high-authority links. We leveraged Patrick Pistolesi's credentials to turn viral trends into 'press-ready' stories. This approach secured 126 Tier 1 links from nationals like The Independent and Metro.
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The 'Swicy' Pivot: SEO meets Viral Trends
Reversing traffic decline by pivoting from generic 'cocktail' keywords to reactive 'Trend Jacking' strategies like the Mangonada.
01. The Challenge
Traffic PlateauStagnant Growth. Post-pandemic, organic traffic plateaued. NIO relied too heavily on branded search, while competitors dominated generic terms like 'gift sets'. We needed to capture high-volume non-brand search terms to fuel new customer acquisition.
02. The Pivot
Trend Jacking'Trend Jacking' & Commercial SEO. We moved away from generic brand storytelling to a data-led approach. We identified viral flavour trends (Spicy Margaritas, Mangonadas) and created expert-led content to capture this search volume, while simultaneously optimizing gifting pages for 'Cocktail Gift Sets'.
Strategic Protocol
The 'Swicy' Phenomenon
Social listening identified a 243K search spike for 'Mangonadas' on TikTok. We didn't wait. We launched a reactive campaign featuring recipes from Master Mixologist Patrick Pistolesi, positioning NIO as the authority on the 'Swicy' (Sweet + Spicy) trend before competitors.
TikTok DataCredibility & Authority
To rank for competitive terms, we needed high-authority links. We leveraged Patrick Pistolesi's credentials to turn viral trends into 'press-ready' stories. This approach secured 126 Tier 1 links from nationals like The Independent and Metro.
Visual Menu
SCROLL →