Popie Jopie
The nonfluencer campaign that put Jopen back on the map
Research showed that not only the brewery needed a boost in popularity, ALL the Jopen in The Netherlands did.
The popularity of the name ‘Joop’ had been dropping significantly in recent years. So we rallied all the remaining Dutchies with the name ‘Joop’, to help MAKE JOOP DOPE AGAIN. We turned each Joop into a super dope influencer by sending them a ‘Popie Jopie’ influencer package. Consisting of supercool Jopen branded merch like a bucket hat, hoodie and Popie Jopie tote bag.
An initiative that was highly appreciated by all Jopen, their family and friends. As almost everybody knows a Joop, people shared and commented like crazy.
Also press and other media loved it, so our rallying cry spread like wildfire. Putting not only Jopen on the map as a young and cool brand, but also boosted the pride of all Jopen in The Netherlands.
Results
With only €5K media spend, the campaign generated a staggering 17 million reach and €170K PR value. No wonder the campaign has not only been awarded for its creativity but also its effectiveness.
With only €5K media spend, the campaign generated a staggering 17 million reach and €170K PR value. No wonder the campaign has not only been awarded for its creativity but also its effectiveness.
There are only 1.100 Jopen left in The Netherlands. We had almost 1.000 Jopen signed up for the Pope Jopie kit. Truth to be told that also some Jopie’s and dogs called Joop registered, but still…
There are only 1.100 Jopen left in The Netherlands. We had almost 1.000 Jopen signed up for the Pope Jopie kit. Truth to be told that also some Jopie’s and dogs called Joop registered, but still…
Last but most definitely not least. The number of people with the name Joop born doubled, from 4 in 2018 to 8 in 2019. How cute…;)
Last but most definitely not least. The number of people with the name Joop born doubled, from 4 in 2018 to 8 in 2019. How cute…;)
