How a home draft beer brand cut its cost to acquire a customer by 70% in Belgium.

PerfectDraft is a home beer system from AB InBev and Philips that pours draft beer at home. The machine is the start. The repeating revenue is the kegs people buy again and again, with more than 40 to choose from. We ran their paid advertising in Belgium to bring the cost of a new customer right down, and to bring machine owners back for more kegs.

Where they started

PerfectDraft was already well known in Germany and the UK, and Belgium was the next market. The cost to acquire a customer for the machine was too high. Many people also thought the system only worked with a few beers, when there are more than 40 kegs available.

What we did

• High-converting campaign structures on Meta and Google, run as one connected system
• Multilingual testing in Dutch, French and English, to lift relevance and conversion rate
• Recurring promos through our dedicated campaign strategy
• Data-driven optimisation to find the winning formats and audiences, bringing CAC down

Paid that also brings people back

The machine is bought once. The kegs are bought again and again. We used paid advertising to find new customers and to bring existing machine owners back for their next kegs. It shows paid advertising can bring people back, the same way it brings them in.