Weekend Drinks

How do you reach a professional audience? How do you position yourself as a trusted partner for hospitality and events? And how do make your potential clients thirsty for your brand, without relying solely on outbound actions? With these questions in mind, Weekend Drinks came to Unikoo.

A strategic marketing workshop as the base spirit

Naturally, we didn’t just dive straight into the cocktails. Our collaboration with Weekend Drinks began with a strategic marketing workshop. In an intensive session, we stirred up a few crucial questions together: Who do we want to reach? How do we make sure the brand is truly to their taste? Which message resonates, and through which channels should we serve it? What does our ideal marketing and sales funnel look like? From all the insights shaken loose in this workshop, we distilled a clear marketing strategy and a concrete action plan.

Meta and Google ads: searching for the sweet spot

To strengthen Weekend Drinks' position in the B2B market, we created a targeted ad strategy via Meta and Google. We mixed carefully selected keywords and strong visuals with advanced targeting based on interests, job types, search terms, and remarketing audiences in Belgium and the Netherlands.

We crafted appealing ad creatives with different angles, of course based on Weekend Drinks’ unique value proposition. The focus? The benefits of ready-to-serve cocktails, attractive lifestyle visuals that spark a craving, the specific advantages for B2B (no hassle, no need for trained staff, and interesting margins), and the Weekend Drinks tasting package.

For these ad campaigns, we created a landing page via Instapage. The insights from our strategic workshop formed the main ingredients for the page, which we fine-tuned to taste using performance data from the ads. This not only boosted the conversion rate (for example on Google, climbing from 2.31% to 4.23% after several optimisations) but also improved the quality of the leads.

We were also able to map out the entire customer journey thanks to extensive tracking across both the B2B website and the B2C webshop. From first click to final conversion, every insight helped us refine campaigns and adjust the mix.

The collaboration between sales and marketing became smoother too. Leads were automatically and neatly served up to the sales team thanks to integrations via Zapier. In return, sales provided feedback on lead quality, which we used to refine the marketing recipe once again. We also set up automated follow-up emails for less-qualified leads to take the pressure off the sales team. Once the first results were in, we shook up a forecast for the coming quarter to measure progress and evaluate optimisations.

The marketing mix

A great marketing mix starts with the right ingredients in the right proportions. At Weekend Drinks, that mix came together quickly. By smartly blending channels, targeted ads, and an optimised landing page, we increased the number of leads as well as their quality.

• The campaigns delivered a consistent weekly flow of leads, with a significant share being highly qualified.
• Thanks to continuous optimisation, the share of qualified leads rose from 11% to 15% over time—a relative increase of about 36%.
• By focusing visuals on the B2B audience in Meta, the quality of leads improved noticeably, while the cost per relevant lead dropped by 16%.
• Google Ads combined with the custom-built Instapage served up the highest-quality leads: for 32% of leads, Weekend Drinks could schedule a meeting or send out a tasting package.

In short, our approach for Weekend Drinks stirred up more reach, better leads, and smarter follow-up. With a sharp strategy, clever targeting, and conversion-driven content, we put their B2B story firmly on the menu.

Want to sample our expertise for yourself? Get in touch!

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