IPO campaign
Boleron
From Digital Challenger to IPO Success
Client: Boleron – Bulgaria’s first digital insurance broker
Role: Marketing & Communications Lead for IPO
Period: Pre-IPO (2023)
The Challenge: New Market, Low Awareness, Limited Trust
Boleron was entering a conservative, highly regulated industry — insurance — with a disruptive, fully digital model. Although innovative in tech and product, the company was relatively unknown to the broader public and investor community.
The goal was bold: go public and raise capital on the Bulgarian Stock Exchange (BSE).
But how do you convince everyday investors to back a digital broker in a market that still prefers face-to-face transactions and legacy brands?
The Insight
IPO success isn’t just about financials.
It’s about visibility, clarity, and trust — especially when the company represents something new.
We needed to make Boleron both understandable and credible, while giving it a voice loud enough to be heard in a noisy media environment.
What We Did (And Why It Worked)
Built the Communication & Marketing Strategy
We developed a full pre-IPO communication and marketing plan, including key messaging, investor-facing storytelling, and media positioning aligned with the regulatory timeline.
Led Media Relations
We coordinated interviews, editorials, and thought leadership pieces in leading business outlets, ensuring Boleron wasn’t just visible — but respected.
Created Boleron’s Own Investor Database
Rather than relying on third parties, we built a proprietary base of contacts — from journalists to retail investors — ensuring long-term control over brand dialogue.
Planned and Delivered Content with Precision
We implemented a structured editorial calendar, preparing and publishing targeted content (press releases, founder interviews, success stories, industry insights) to build momentum leading up to the IPO.
Ran PPC Campaigns to Attract First-Time Investors
Using clear language and visual storytelling, we targeted digital-savvy individuals and younger investors via Google and Meta platforms.
Positioned Boleron as a Market Innovator
Through consistent branding, clarity of offering, and strategic timing, we helped reframe Boleron not just as an insurance player, but as a category creator in Bulgaria’s digital finance sector.
Final Result
Boleron successfully raised 3.17 million BGN (€1.62M) in its IPO on the Bulgarian Stock Exchange — an impressive result for a relatively new player in a risk-averse market.
Tangible Outcomes:
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Featured in national and business media throughout the IPO window
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Gained investor confidence through direct communication and strategic positioning
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Successfully attracted both retail and institutional investors
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Strengthened brand equity not only for the IPO but for future product expansion
Raised Million BGN
Delivered Services
Senior Copywriter & Editorial Lead
Conversion copywriting, press releases, editorial content with journalistic tone (0.5 FTE)
PPC and Media Buying Specialist
Performance marketing across Google, LinkedIn, Meta, and local platforms (including remarketing and funnel management)
Media & Communications Liaison
Dedicated expert for outreach, PR, event coverage, and media partnerships
A successful IPO isn’t just about valuation.
It’s about creating demand, building visibility, and managing perception.
Boleron entered the public market not as a curiosity, but as a credible, investable brand — because we made sure the market understood its vision.