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Topsy’s Popcorn has been a cherished Kansas City tradition for over 60 years. Originally established as Patsy’s, Topsy’s proudly holds the distinction of being the oldest merchant on the historic Country Club Plaza. For generations, our customers have trusted us when we say, “Topsy’s is the taste of tradition.” Whether you prefer buttery, cheesy, cinnamon-spiced, or caramel-coated popcorn, every bite captures the nostalgia of a time when life felt truly magical.
Today, sharing the magic of Topsy’s is easier than ever. With 12 franchised locations across Kansas City and surrounding areas, plus our convenient online store, we deliver the joy of Topsy’s to fans all over the world.
Gragg Social created, managed, and produced organic content for Topsy’s social platforms. They also managed paid campaigns to drive website traffic and convert it into sales. Handling reputation management allowed Gragg to create positivity around the brand and stay in touch with what customers online were saying.
Gragg created and mapped a strategically targeted content plan based around market conversations. Then, relevant content was added to the information architecture of the site, which covered the topics and themes across Topsy’s market, and was updated on a frequent basis. This strategically targeted conversations within the site’s market topics and themes.
Using TV, radio, CTV, online radio, direct mail, print, social media, SEM/SEO, and outdoor, the local DMA, along with other key markets, was blitzed with media during the peak holiday season. Gragg delivered over 100M impressions across all ages. A straightforward, succinct message was delivered to audiences, presenting the product as a holiday tradition that families could enjoy for years to come.
30%
Increase in Engagement
6%
Monthly Enrollment Increase
25%
Lower Cost Per Lead
With keyword and geo-targeting refinements, Topsy’s PPC campaign resulted in a substantial year-over-year increase in ad clickthrough rate (163% higher YoY); significant decrease in ad cost per click (down 73% YoY); and remarkable increase in overall conversions-orders YoY (up 287%.)
During the span of this campaign, Gragg was able to earn 1.3 million impressions and 26,643 link clinks while targeting the Kansas City and St. Louis areas. That first year, the cost per link click was 29 cents and the frequency (how many times a person sees an ad) was four. In 2023, Gragg expanded targeting to 12 other states, which brought the frequency down to two and earned 48,467 link clicks and 2 million impressions. The cost per link click dropped to 20 cents and overall spend was $9,600.
Gragg used customized audience filters on digital media to target a younger, affluent gift-giver demographic that didn’t see prices as a purchase barrier. This combined with early-bird discounts to incentivize trial led to repeat purchase sales increasing YoY for three years, which helped a holiday tradition evolve within this younger segment that lifted overall sales an average of +5% YoY.
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