{"id":18644,"date":"2026-01-16T16:23:53","date_gmt":"2026-01-16T16:23:53","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=18644"},"modified":"2026-01-16T16:23:53","modified_gmt":"2026-01-16T16:23:53","slug":"steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/","title":{"rendered":"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR"},"content":{"rendered":"<ul>\n<li><\/li>\n<\/ul>\n<hr \/>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#_Steam_Whistle_Beaus_Appoint_Good_Kids_as_Digital_Marketing_AOR_%E2%80%94_Full_Details\" >\u00a0Steam Whistle &amp; Beau\u2019s Appoint Good Kids as Digital Marketing AOR \u2014 Full Details<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#_The_Appointment\" >\u00a0The Appointment<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#_Scope_of_Work\" >\u00a0Scope of Work<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Digital_Strategy\" >Digital Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Media_Buying\" >Media Buying<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#SEO_AI_Discoverability\" >SEO &amp; AI Discoverability<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#_Why_This_Matters\" >\u00a0Why This Matters<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#_Proven_Test_Results\" >\u00a0Proven Test Results<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#_Focus_on_the_AI_Era\" >\u00a0Focus on the AI Era<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#_What_the_Marketers_Have_Said\" >\u00a0What the Marketers Have Said<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#_Strategic_Priorities_Going_Forward\" >\u00a0Strategic Priorities Going Forward<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#_Summary\" >\u00a0Summary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Background_The_AOR_Appointment\" >Background: The AOR Appointment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Case_Study_Pilot_Campaign_Success\" >Case Study: Pilot Campaign Success<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Context\" >Context<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Results\" >Results<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#What_Worked\" >What Worked<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Strategic_Focus_AI_Discoverability_Digital-First_Marketing\" >Strategic Focus: AI Discoverability &amp; Digital-First Marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#1_AI-Optimized_Presence\" >1. AI-Optimized Presence<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#2_Modern_Media_Buying\" >2. Modern Media Buying<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#3_From_Digital_to_Real-World_Action\" >3. From Digital to Real-World Action<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Executive_Commentary\" >Executive Commentary<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Steam_Whistles_Perspective\" >Steam Whistle\u2019s Perspective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Good_Kids_Leadership\" >Good Kids Leadership<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Key_Takeaways_Case_Study_Insights\" >Key Takeaways (Case Study Insights)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/16\/steam-whistle-and-beaus-appoint-good-kids-as-digital-marketing-aor\/#Overall_Commentary\" >Overall Commentary<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"_Steam_Whistle_Beaus_Appoint_Good_Kids_as_Digital_Marketing_AOR_%E2%80%94_Full_Details\"><\/span>\u00a0Steam Whistle &amp; Beau\u2019s Appoint Good Kids as Digital Marketing AOR \u2014 Full Details<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Who\u2019s involved:<\/strong><\/p>\n<ul>\n<li><strong>Steam Whistle Brewing<\/strong> (iconic Canadian pilsner brand)<\/li>\n<li><strong>Beau\u2019s All Natural Brewing Co.<\/strong> (craft brewery known for community-focused beer)<\/li>\n<li><strong>Good Kids<\/strong> (Toronto-based digital marketing and media agency) (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"_The_Appointment\"><\/span>\u00a0The Appointment<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Good Kids has been <strong>named the digital marketing and media buying agency of record (AOR)<\/strong> for both Steam Whistle and Beau\u2019s on a <strong>12-month mandate<\/strong>. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p>\n<p>This follows a <strong>successful test campaign in late 2025<\/strong>, where the agency delivered strong performance results, particularly in digital engagement and efficiency. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Scope_of_Work\"><\/span>\u00a0Scope of Work<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Good Kids will lead:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Digital_Strategy\"><\/span><strong>Digital Strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>End-to-end planning and execution of digital initiatives.<\/li>\n<li>Shaping how each brewery shows up online in ways that reflect their brand heritage <em>and<\/em> engage modern audiences. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Media_Buying\"><\/span><strong>Media Buying<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Strategic placement and optimization of paid media to boost awareness and conversions.<\/li>\n<li>Emphasis on interacting with craft beer drinkers across key digital channels. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"SEO_AI_Discoverability\"><\/span><strong>SEO &amp; AI Discoverability<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>Optimizing brand presence for search engines <strong>and AI platforms<\/strong>) \u2014 including emerging channels like ChatGPT and other recommendation engines.<\/li>\n<li>The goal is to ensure <strong>Steam Whistle and Beau\u2019s are top answers when people ask for beer or brewery recommendations<\/strong> online. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Why_This_Matters\"><\/span>\u00a0Why This Matters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"_Proven_Test_Results\"><\/span>\u00a0Proven Test Results<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>During the pilot phase:<\/p>\n<ul>\n<li>Good Kids ran a <strong>full-funnel digital campaign in Q4<\/strong>, one of the toughest media environments of the year.<\/li>\n<li>The campaign delivered <strong>10\u00d7 engagement over cold traffic in just eight days<\/strong>, showcasing efficiency and impact. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"_Focus_on_the_AI_Era\"><\/span>\u00a0Focus on the AI Era<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Both breweries see <strong>AI-driven discoverability as a key competitive edge<\/strong> \u2014 because:<\/p>\n<ul>\n<li>People increasingly ask AI systems for recommendations instead of clicking traditional links.<\/li>\n<li>Optimizing for AI means brands need to be <em>trusted<\/em> and <em>easily referenced<\/em> by these systems. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<p>Good Kids\u2019 strategic lead on this is central to the work ahead. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_What_the_Marketers_Have_Said\"><\/span>\u00a0What the Marketers Have Said<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Steam Whistle\u2019s VP of Marketing:<\/strong><\/p>\n<blockquote><p><em>\u201cWe needed a partner to help us expand into the future of digital marketing \u2014 someone that could optimize our traditional digital channels while helping us take advantage of how people engage with brands in the age of AI.\u201d<\/em> (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p><\/blockquote>\n<p><strong>Good Kids Leadership:<\/strong><\/p>\n<ul>\n<li>Agency leaders emphasize <strong>AI discoverability, tight audience segmentation, and cultural relevance<\/strong> as core levers for growth. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<li>They\u2019ve pointed out that today\u2019s marketing isn\u2019t just about visibility \u2014 it\u2019s about <strong>being the obvious answer when audiences turn to search and AI tools<\/strong>. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Strategic_Priorities_Going_Forward\"><\/span>\u00a0Strategic Priorities Going Forward<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Good Kids plans to focus on:<\/p>\n<p><strong>Sharper audience segmentation<\/strong> \u2014 better targeting of millennials and Gen Z craft beer fans. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<br \/>\n<strong>Stronger creative systems<\/strong> \u2014 more tailored messaging that resonates with community values. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<br \/>\n<strong>Measurable business impact<\/strong> \u2014 tying digital efforts to real-world sales through taproom visits, retail performance, and events. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p>\n<p>The agency sees this as building a \u201c<strong>modern playbook<\/strong>\u201d for craft brands to win with digital and AI-centric audiences. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Summary\"><\/span>\u00a0Summary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Good Kids\u2019 appointment as digital marketing AOR for Steam Whistle and Beau\u2019s<\/strong> is a <strong>strategic move into the next era of digital and AI-enhanced marketing<\/strong>. Key aspects include:<\/p>\n<ul>\n<li>A <strong>12-month mandate<\/strong> rooted in performance from a successful pilot. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<li>Focus on <strong>AI discoverability<\/strong>, SEO, and media strategy that drives both online engagement and offline business impact. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<li>Optimizing for how audiences <em>discover<\/em> and <em>interact<\/em> with brands today \u2014 especially via AI platforms and search. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<p>Here\u2019s a <strong>case-study-style breakdown with commentary<\/strong> on the recent digital marketing appointment involving <strong>Steam Whistle Brewing, Beau\u2019s All Natural Brewing Co., and Good Kids<\/strong>, based on industry reporting:<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Background_The_AOR_Appointment\"><\/span><strong>Background: The AOR Appointment<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In <strong>January 2026<\/strong>, <strong>Good Kids<\/strong>, a <strong>Toronto-based digital marketing and media agency<\/strong>, was <strong>named the digital marketing and media buying agency of record (AOR)<\/strong> for both <strong>Steam Whistle Brewing<\/strong> and <strong>Beau\u2019s All Natural Brewing Co.<\/strong> following a successful test campaign in late 2025. The mandate runs for <strong>12 months<\/strong> and covers strategy, media buying, SEO, and AI-centric digital work. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study_Pilot_Campaign_Success\"><\/span><strong>Case Study: Pilot Campaign Success<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Context\"><\/span><strong>Context<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before being named AOR, Good Kids ran a <strong>full-funnel test campaign<\/strong> for both breweries during one of the most competitive digital media periods (Q4), putting their strategic approach to the test against tough seasonal competition. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Results\"><\/span><strong>Results<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>10\u00d7 engagement over cold (untargeted) traffic<\/strong> in just eight days.<\/li>\n<li>This strong performance demonstrated <strong>efficient use of budget, smart targeting, and compelling messaging<\/strong> that resonated with craft beer audiences.<\/li>\n<li>These measurable results helped secure Good Kids the larger, longer-term AOR role. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"What_Worked\"><\/span><strong>What Worked<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Good Kids attributes the success to:<\/p>\n<ul>\n<li><strong>Disciplined optimization<\/strong> \u2014 cutting underperforming elements and reallocating to higher-performing tactics.<\/li>\n<li><strong>Segmentation and first-party data use<\/strong> \u2014 better audience understanding enhanced relevance and efficiency.<\/li>\n<li><strong>Cultural presence powering performance<\/strong> \u2014 meaning the campaign was not just transactional but tapped into the breweries\u2019 brand identities. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<p><strong>Comment from Good Kids\u2019 team:<\/strong><\/p>\n<blockquote><p>\u201cOur edge was discipline\u2026 cost efficiency improved five times through better segmentation and first-party data.\u201d \u2014 Arron Thomas, Account Coordinator, Good Kids. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p><\/blockquote>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Strategic_Focus_AI_Discoverability_Digital-First_Marketing\"><\/span><strong>Strategic Focus: AI Discoverability &amp; Digital-First Marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With the AOR role secured, Good Kids\u2019 strategy emphasizes <strong>AI discoverability and modern digital engagement<\/strong>:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_AI-Optimized_Presence\"><\/span><strong>1. AI-Optimized Presence<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>With search behavior shifting toward <strong>AI recommendation engines<\/strong> (like ChatGPT and Perplexity), Good Kids is prioritizing making Steam Whistle and Beau\u2019s brands <em>the obvious answers<\/em> when users ask digital assistants for beer recommendations.<\/p>\n<blockquote><p>\u201cPeople aren\u2019t clicking links; they&#8217;re asking for recommendations\u2026 Our job is making Steam Whistle and Beau\u2019s the obvious answers.\u201d \u2014 Mike Terry, Director of SEO, Good Kids. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p><\/blockquote>\n<p>This reflects a broader trend in digital marketing where <strong>brand presence must be optimized for AI attribution and trust signals<\/strong>, not just traditional search engine rankings. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Modern_Media_Buying\"><\/span><strong>2. Modern Media Buying<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Good Kids will coordinate <strong>strategic media buys<\/strong> with an eye on both performance and cultural relevance, targeting:<\/p>\n<ul>\n<li>Millennials and Gen Z craft beer drinkers<\/li>\n<li>Channels where craft beer discovery and social conversation happen<\/li>\n<li>Integrated paid and organic tactics to extend reach and engagement. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"3_From_Digital_to_Real-World_Action\"><\/span><strong>3. From Digital to Real-World Action<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The agency plans to closely tie digital activity to <strong>measurable business outcomes<\/strong>, such as:<\/p>\n<ul>\n<li>Taproom visits<\/li>\n<li>Event participation<\/li>\n<li>Retail sales performance<br \/>\nThis linkage helps demonstrate clear ROI from digital investment. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Executive_Commentary\"><\/span><strong>Executive Commentary<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Steam_Whistles_Perspective\"><\/span><strong>Steam Whistle\u2019s Perspective<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>\u201cWe needed a partner to help us expand into the future of digital marketing \u2014 someone that could optimise our traditional digital channels while helping us take advantage of how people engage with brands in the age of AI.\u201d<\/em><br \/>\n\u2014 <strong>Catherine Oppedisano, VP of Marketing, Steam Whistle Brewing.<\/strong> (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p><\/blockquote>\n<p>This underscores the brewery\u2019s desire to remain competitive and relevant as digital behaviors evolve \u2014 especially where AI influences how people discover and choose brands. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Good_Kids_Leadership\"><\/span><strong>Good Kids Leadership<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Good Kids sees the assignment as a <strong>natural evolution<\/strong> of an already productive relationship, emphasizing smarter targeting, audience respect, and cultural engagement.<\/p>\n<blockquote><p><em>\u201cGrowth isn\u2019t about shouting louder. It\u2019s about getting smarter with who you talk to and what you ask them to do.\u201d<\/em> \u2014 <strong>Steve Rock, Founder, Good Kids.<\/strong> (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/p><\/blockquote>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Key_Takeaways_Case_Study_Insights\"><\/span><strong>Key Takeaways (Case Study Insights)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table>\n<thead>\n<tr>\n<th><strong>Area<\/strong><\/th>\n<th><strong>Insights \/ Results<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Pilot Campaign Performance<\/strong><\/td>\n<td>10\u00d7 engagement over cold traffic in eight days. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Optimization<\/strong><\/td>\n<td>Better ROI through data segmentation &amp; targeted budget shifts. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>AI Discoverability Focus<\/strong><\/td>\n<td>SEO strategy tailored for AI recommendation systems. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Business Impact Tie-ins<\/strong><\/td>\n<td>Emphasis on linking digital actions to offline results. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Brand Alignment<\/strong><\/td>\n<td>Cultural resonance plus performance focus drives stronger campaigns. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Overall_Commentary\"><\/span><strong>Overall Commentary<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This appointment reflects <strong>how modern digital marketing for consumer brands \u2014 especially craft beverages \u2014 is evolving<\/strong>:<\/p>\n<ul>\n<li><strong>Data + culture = performance:<\/strong> teams that understand both the <strong>quantitative signals<\/strong> (engagement, conversion metrics) and <strong>qualitative brand culture<\/strong> (heritage, craft ethos) tend to outperform. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<li><strong>AI is rewriting discoverability:<\/strong> being present isn\u2019t enough \u2014 brands must <em>earn trust and relevance signals<\/em> that AI systems use to recommend. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<li><strong>Digital strategy now intersects with real-world outcomes:<\/strong> digital isn\u2019t just awareness \u2014 it\u2019s measurable actions like taproom visits and retail conversions. (<a title=\"Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR | LBBOnline\" href=\"https:\/\/lbbonline.com\/news\/Steam-Whistle-and-Beaus-Good-Kids-Digital-AOR?utm_source=chatgpt.com\">Little Black Book<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0Steam Whistle &amp; Beau\u2019s Appoint Good Kids as Digital Marketing AOR \u2014 Full Details Who\u2019s involved: Steam Whistle Brewing (iconic Canadian pilsner brand) Beau\u2019s All&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[270,90],"tags":[],"class_list":["post-18644","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-news-update"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Steam Whistle and Beau\u2019s Appoint Good Kids as Digital Marketing AOR - Lite14 Tools &amp; 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