© 2020-2025 Gragg Advertising. All right reserved.Privacy Policy
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. Along with that we managed paid campaigns to drive website traffic and convert it into sales. We also did reputation management which allowed us to create positivity around the brand and keep in touch with what customers were saying online.
Create an information architecture to cover the site’s topics and themes across its market. A strategically targeted content plan based around market conversations was created and mapped. Relevant content is added within the information architecture of the site on a consistent and frequent basis strategically targeting conversations within the site’s market topics and themes.
(The site launched in November 2021 (green trend line). Traffic started at 0.)
Using TV, Radio, CTV, Online Radio, Direct Mail, Print, social media, SEM/SEO and Outdoor the local DMA along with other key markets were blitzed with Media during Q4. Audiences were delivered a straightforward succinct message driving home the holiday tradition of the customers’ products that can become a family tradition for years to come. Over 100MM impressions were seen by all ages.
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 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%.
We were able to get 1.3 million impressions while targeting Kansas City and St. Louis area. We also gained 26,643 link clicks during the span of this campaign. That first year we obtained a 29-cent cost per link click and our frequency was at 4 (how many times a person sees these ads). In 2023 we brought our frequency down to 2 by expanding our targeting to 12 other states. This brought us 48,4678 link clicks and 2 million impressions. Our cost per link click dropped to 20-cents and our overall spend was $9.6 thousand. Because we were able to increase impressions and link clicks and decrease cost per link click and frequency by adding in new targeting, in 2024 we set up our campaign to track conversions, both locally and nationally.
The first year was a lot of brand awareness and creating audiences to target now.
From 2022 to 2023 we double link clicks (due to the expanded audience). And so far in 2024 we have almost reached the same number of clicks.
Digital media customized with audience filters specifically targeted an affluent, younger, heavy gift-giver demographic that didn’t see price as a purchase barrier. Combined with early-bird discounts to incentivize trial, repeat purchase sales increased YoY for three years and helped a holiday tradition evolve within this younger segment which lifted overall sales an average of +5% YoY.
Let us Show you how we can help your business.
816-931-0050
