Portfolio Marketing
Impulse GROWTH
Building the Most Trusted Investment Brand on the Bulgarian Stock Exchange in less than 3 years
August 2022 – ongoing
We faced a double challenge when we joined the team behind Impulse GROWTH.
On one hand, public investing in Bulgaria was still perceived as high-risk, opaque, and elitist. On the other, Impulse GROWTH, despite being one of the best-balanced investment portfolios, had to compete with more aggressive, louder players on the market.
The product was strong: a diversified portfolio of top-performing companies, including some of the most promising ventures funded by IMPETUS Capital, and several standout businesses on the Bulgarian Stock Exchange.
But the narrative was missing.
Less was known about these companies.
No one trusted the process.
And without trust, you can’t scale, especially in capital markets.
The Insight
What if we didn’t just promote the portfolio?
What if we turned each company inside it into a public-facing story?
What if we built a bridge between long-term capital and human understanding?
This is where we applied the BRAVO™ Method – a structured framework that aligns brand purpose, audience, storytelling, value, and omnichannel visibility.
It became the engine of transformation for both Impulse GROWTH and the broader investment culture around it.
Delivered Services
Interim Chief Marketing Officer
Strategic oversight, brand trust architecture, go-to-market, and media communications (25+ years of experience, TEDx speaker, BRAVO™ Method creator)
Web Developer
Technical execution, landing page optimization, performance-focused UX/UI
Brand & Visual Designer
Brand identity, campaign assets, investor materials, presentations
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
Final Result
By combining consistent communication, emotional storytelling, education, and strategic positioning, we didn’t just market a fund – we shaped the culture around it.
Key outcomes:
- Retail investor base grew 4x, with a more diverse and engaged audience
Impulse GROWTH became a benchmark for transparency in Bulgaria’s public market - Over 80% of its investors participated in IPOs of portfolio companies — a rare show of brand loyalty in finance
- Two companies went public, and one became the first unicorn on the Bulgarian public market
- Marketing ROI exceeded 4.2x, with minimal budget and maximal credibility
companies went public
unicorn
marketing ROI
Trust isn’t built with noise — it’s built with clarity, consistency, and connection.
Impulse GROWTH became not just a portfolio investors chose, but a brand they believed in.
What We Did (And Why It Worked)
Told Real Stories
We introduced the portfolio not as tickers, but as personalities — founders, milestones, products, and growth journeys. This transparency brought credibility and emotional engagement.
Published Consistentenly
We launched bi-weekly newsletters with market insights and updates on the companies in the portfolio. For many investors, it became their most trusted source of financial news.
Built Investment Academy
Combining an online course and a regular webinar series, we demystified investment basics while connecting new investors directly with the stories inside the portfolio.
Humanized Performance
We didn’t hide from volatility. We talked about wins and losses — openly. This built loyalty and turned passive shareholders into long-term believers.
Made Success Measurable
We showed how brand communication drives capital movement. Over 80% of investors in Impulse GROWTH also participated in IPOs of the portfolio companies — a powerful indicator of influence and trust.
Empowering the Market Leader
While other portfolios relied on price and silence, we built a consistent media presence and investor dialogue. This helped Impulse GROWTH become not only a trusted investment vehicle, but a benchmark for transparency, education, and retail investor activation — with over 80% of its community participating in IPOs of its companies.