Poppels

Performance Marketing.

 

Poppels Brewery was about to carry out a new issue of shares to finance the company's continued expansion. They contacted Vekst wanting to ensure that they could reach out to their customers and making them eager to invest in the company.

 

Background.

Poppels Brewery, founded in 2012 in Gothenburg, is today Sweden's second largest craft beer brewery. The brewery located in Jonsered brews craft beer with love and great passion, delivered to around 30 different countries. Poppels has a turn over of around 50 million SEK and is in a strong growth phase.

Main challenges.

  • Package, communicate and create conversion with a relatively complicated message that is not normally associated with the brand.

  • Identifying target groups for whom the message about a new issue of shares are relevant.

  • Fast-moving process with tight deadlines.

The Result.

  • 53X

    10.6 millon SEK of invested capital was directly attributable to the campaigns, giving a ROAS of 53.

  • Halverad budget

    Due to high impact of the advertising and high demand, the campaign could be terminated prematurely with a halved media budget.

  • 12X

    The new share issue was oversubscribed by 150% and exceeded the original target for invested capital by 3.5 times.

“INSANE. 250% subscription rate. 45 million SEK. Fully subscribed within 6 days. One of the largest crowdfunding campaigns ever in Sweden. Stockbroker and digital agency that has never experienced anything like this. Key figures they have never seen before. Halving the media budget during the ongoing campaign. 3576 new shareholders. Such a crazy smash hit. Hard to comprehend.’’

— Magnus Petterson, Marketing Manager - Poppels

Key success factors.

 

Conversion optimization.

Making an investing can be perceived as complicated and risky. Therefore, we put extra focus on creating a simple, self-explanatory and supportive customer journey together with Poppels and the financial advisors.

Agile target group extraction.

A beer customer is not necessarily an investor. Identifying subgroups within Poppels's customers for whom the investment offer was relevant required a great deal of iterative, data-driven research and agile target group extraction.

Social engagement.

Social interactions on both ads and organic posts are very valuable as they increase the engagement of other readers. Poppels was active in replying and rewarding those who commented on the ads, which further increased the involvement in the campaign.

Do you want our help to grow?

Get in touch and tell us about your business challenges.