Jack’s Abby Drives Engagement with Soofa Hyperlocal Marketing Signs in Uncertain Times

In the spring of 2020, Jack’s Abby made the most of an unprecedented time. The small-but-mighty Massachusetts brewery launched a “Text a 6-Pack” program where people could easily purchase and send a $10 gift card to friends, in lieu of sharing a beer in person.

To reach a new audience outside of their digital network, they turned to Soofa to amplify this campaign across a few key Boston-area neighborhoods. 

But with cut budgets, comes great responsibility!

While Soofa Signs are able to track the number of people who walk by while an ad is running with sensor technology, Jack’s Abby wanted to dig in further.

We collaborated on a test to discover if people who were walking by the ads were actually engaging with the content.

Text a 6-Pack’s Soofa campaign was born from this curiosity. During the campaign, people could visit a unique url or text a keyword to take action, prompted by the Signs. We soon discovered that a texting call to action was more successful than a unique url, and optimized the creative for this. 

Over the course of the campaign, Soofa Signs drove over 40 engagements with the ads, directly leading people to the Jack’s Abby website to order a 6-pack online for a friend. 

“We were able to answer an important question in an uncertain time: Are people out on the streets engaging with this and open to our messaging? It was a resounding yes.”

- Rob Day, Director of Marketing, Jack’s Abby

Jack’s Abby successfully proved that their targeted audience was engaged with the Signs, which enabled them to confidently launch their next campaign driving awareness for their sister brand Springdale!