Six Pack: +30% monthly growth in a craft beer ecommerce
Six Pack is a craft beer ecommerce platform that brings together more than fifteen brands and their varieties in a single storefront. When the pandemic reshaped consumer habits, we partnered with their team on a digital advertising strategy combining performance and branding objectives, supported by rigorous measurement across the main media channels.
The challenge
Digital channels became the sole point of contact with consumers during lockdown, which meant every peso invested had to deliver measurable results without sacrificing brand building.
- Managing the communication of more than fifteen brands with distinct identities and price points within a single storefront, while keeping messaging coherent across every channel.
- Scaling combo sales volume in a context of volatile demand, with limited historical data in the ad accounts, while simultaneously building brand awareness in a niche segment.
Our approach
We defined a strategy that combined conversion-oriented performance campaigns with branding actions designed to build recall, all supported by a measurement layer that allowed us to iterate quickly.
- 01
Mixed performance-branding media strategy
We segmented campaigns by objective: direct conversion for the highest-turnover combos, and reach campaigns to introduce new brands and varieties from the catalog. Budget allocation was adjusted weekly based on live account data.
- 02
End-to-end measurement across main channels
We implemented tracking of key events throughout the purchase funnel, which allowed us to identify which combination of creatives, audiences, and channels generated the highest return and to reallocate investment continuously.
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