Rewarding Friendship | Base Referral Marketing Strategy Case Study. Digital Marketing & Referral Marketing
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Rewarding friendship

Acquiring new users and converting them into leads is a process that often requires significant investments in marketing and advertising because neither the user is familiar with the brand nor does the brand know their tastes or preferences.
In this case, Base, one of the largest sports retail chains with over 200 points of sale in Spanish territory, presented us with the challenge of expanding their leads database while reducing the Cost Per Lead.
We took up the challenge and began designing a strategy where the engine for capturing new leads wouldn't be the brand itself but its current users. This way, we could generate a triple impact:

  • Generate new leads.
  • Reduce costs associated with Ads campaigns or those focused on the Top Of The Funnel.
  • Incentivize and reward current users and customers to improve indicators related to their retention and Life Time Value.


The result? A campaign that increased their active leads database by 52% and reduced the Cost Per Lead by 75%.
Scroll down to see how we designed and launched this referral marketing strategy!

Base - La amistad recompensa
Base - La amistad recompensa

GAMIFYING THE STRATEGY

The first step was to design a strategy to encourage the current user database to generate new leads. For this, we selected various levels of rewards that they could unlock as they invited new users. The higher the reward, the more registered users they needed to achieve. In this way, and through gamification, we created a constant incentive to keep sending invitations. Some users generated up to 20 new leads. Simultaneously, new registrations received a benefit just for signing up, and immediately they were prompted to start unlocking more rewards by inviting their group of friends and acquaintances

GAMIFYING THE STRATEGY

The first step was to design a strategy to encourage the current user database to generate new leads. For this, we selected various levels of rewards that they could unlock as they invited new users. The higher the reward, the more registered users they needed to achieve. In this way, and through gamification, we created a constant incentive to keep sending invitations. Some users generated up to 20 new leads.

Simultaneously, new registrations received a benefit just for signing up, and immediately they were prompted to start unlocking more rewards by inviting their group of friends and acquaintances

Base - Mobile Design by Failfast
Base - Mobile Design by Failfast
Base - Mobile Design by Failfast

AUTOMATING THE EXPERIENCE WITH NO-CODE TOOLS

The next step involved designing, configuring, and automating all the personalized messages of the campaign. Through no-code solutions, we generated a registration landing page and an automated email-based system that informed users of each achievement: welcome messages, new registrations made through their invitations, and unlocking of rewards.

PERSONALIZATION & AI

Once we had the campaign structure, the next step was to give it a visual layer. Without the resources for a photoshoot that could elevate the various creative pieces, we turned to AI. We generated images that portrayed the desired attitude and aligned with the different psychodemographic profiles of the campaign. These pieces were used to populate all the formats and channels of the campaign: pop-ups, banners, social media ads, landing pages, emails, etc

PERSONALIZATION & AI by Fail fast

Unleashing the power of social media

To encourage virality, we designed messages tailored to different social media platforms and messaging apps such as WhatsApp. The goal: encourage sharing invitation links directly in the final step of registration.
Simultaneously, we launched a small social media campaign to amplify the message. This initiative was combined with actions and messages from micro-influencers targeting the defined market niches.

Data seekers

Finally, we implemented a data layer to trace the performance of each action and creative piece of the campaign. All data was updated daily in a dashboard designed for a quick read of the campaign, enabling us to make decisions based on its progress.

Base Campaing by Fail Fast

PERSONALIZATION & AI

Once we had the campaign structure, the next step was to give it a visual layer. Without the resources for a photoshoot that could elevate the various creative pieces, we turned to AI. We generated images that portrayed the desired attitude and aligned with the different psychodemographic profiles of the campaign. These pieces were used to populate all the formats and channels of the campaign: pop-ups, banners, social media ads, landing pages, emails, etc

Personalization & AI - Fail Fast for Base

Unleashing the power of social media

To encourage virality, we designed messages tailored to different social media platforms and messaging apps such as WhatsApp. The goal: encourage sharing invitation links directly in the final step of registration.Simultaneously, we launched a small social media campaign to amplify the message. This initiative was combined with actions and messages from micro-influencers targeting the defined market niches.

Data seekers

Finally, we implemented a data layer to trace the performance of each action and creative piece of the campaign. All data was updated daily in a dashboard designed for a quick read of the campaign, enabling us to make decisions based on its progress.

Campaign by Fail Fast for Base

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VISION OF PROJECT

Gamifying the referral boosted lead growth and reduced friction