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Smith & Wollensky
Digital Marketing
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Kim Lapine, CMO S&W
Return On Investment
Enter “The Whole Cow”, knowingly over the top title. An invitation to a ticketed event that is almost impossible… to consume a whole cow? It’s a head turning phrase, and it did just that… sealing the title as Smith & Wollensky’s most successful campaign to date.
Smith & Wollensky’s ideas are born on the ranch, and enjoyed in the big city. It’s a brand built on American success, rooted in American values - a place to indulge, and let go. The Whole Cow, personifies this - it’s witty, in your face, a good time idea - but refined.
The campaign orientated around one night and achieved x11 returns, but it’s true value was in building long term brand stock.
The campaign orientated around a ticketed event, a 10 course tasting menu. A competition to win a table got over 14k entries, which contributed to a high suspense build up to the release of the tickets.
A website countdown and an integrated marketing strategy involving email, paid search, remarketing, in-store promos and social advertising led to tickets selling out within days. The website achieved a remarkable 22% conversion rate.
Return on investment
Competition entries
Booking conversion rate
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