How Once Upon a Farm drove 50% redemption with Brij rebates
Once Upon a Farm is Jennifer Garner’s health bar brand.
They recently launched a new line of frozen oat bars in Target.
And used Brij’s rebate solution to support retail velocity.
The rebates were shared digitally in two places: email and Facebook chat group.
They also promoted 2 types of rebates: a buy-one-get-one and a free bar.
Here are the opt-in conversion rates:
– 38% opted into BoGo
– 87% opted into free bar.
It’s cool to see the jump in conversion from what is effectively 50% off versus a freebie.
38% conversion is still pretty awesome - Once Upon a Farm gets all these people’s mobile numbers for remarketing campaigns!
Since this is a rebate, buyers need to go to the store, buy the bars, and upload their receipts.
It requires extra effort for the customer, so there is more drop-off at this step.
– 33% uploaded for BOGO offer
– 49% uploaded for the free bar.
The effective conversion rates for both programs:
- 13% got a rebate on BOGO
- 50% got a rebate on a freebie
Note that classic coupon redemption rates are sub 1% and 2-4% for digital coupons.
So compared to a traditional paper coupon, that’s a >13x improvement and ~3x improvement on digital coupons.
Way to go, Once Upon a Farm!
