Partake Na Launch
DRIVING North American GROWTH For Partake with Digital Media
PRAXIS Digital led online advertising for premium non-alcoholic beer brand Partake across North America, helping the brand defend and expand its position as the #1 Non-Alcoholic Beer in Canada, and launching in the highly competitive US market. By reaching consumers at key three points along the funnel, we drove awareness and consideration among consumers in both markets, and ultimately drove purchases online and at key retailers.
To achieve mass awareness among our core demo, we leaned into proven awareness driving channels (Facebook, Instagram & YouTube). Our campaigns remained nimble – A/B testing various copy, creative and target alternatives. We also layered in geographical heavy ups in must-win markets such as Southern California and the Pacific Northwest.
Then, for consideration, we embarked on a test & learn strategy across targets, platforms and messaging. Leveraging key psychographic insight research, we evaluated relative performance using dedicated budgets for each segment. For channels, we explored Spotify, Pinterest, Google and Valassis. We successfully intercepted hand-raisers seeking more information, maintained market exposure & moved the needle on purchase intent.
Finally, to drive conversion, we built an ongoing evergreen ecommerce campaign, with bid caps and conversion testing to maximize ROAS. Creative testing also played a key role in the conversion layer, providing a clearer understanding of the impact of offer, holiday and product launch messages on foot-traffic and bottom-line sales.
- Achieved 25% awareness lift among core male audience.
- Grew ER’s and CTR’s nearly 10x creating a large retargeting audience for lower funnel.
- Search CPC reduced by 60% using keyword optimization strategies.
- Ecommerce cost per purchase reduced by 50% throughout the campaign, striking a balancing investment between new and existing customers.
Partake achieved better results at lower costs
To measure success, brand lift and conversion lift studies were utilized whenever possible. In addition, to ensure full transparency and enable real-time decision making, PRAXIS provided live reporting dashboards that illustrated trends, highlighted performance vs. benchmarks and made it easy for the brand team to report to their key stakeholders including venture capital investors. Partake continues to lead the non-alcoholic beer industry in Canada and successfully established itself in the US market with key retailers across the country.
