OAKDAY
Loyalty strategy, customer acquisition
& integrated marketing.
OAKBERRY’s ninth anniversary · December 2025
Turning OAKBERRY’s birthday into a reason to try the product and join our loyalty app.
Explore the case- My role
- Head of Marketing, US
- My scope
- Loyalty growth, campaign strategy
& integrated marketing
- Platform
- OAKBERRY app / Thanx
01 / The brief
A brand celebration.
A reason to join.
The challenge
For OAKBERRY’s ninth anniversary, we offered a free 12 oz açaí bowl through the OAK app. The opportunity was to connect a brand celebration with two business priorities: encouraging product trial and growing our loyalty member base.
We wanted consumers to experience OAKBERRY while giving them a clear reason to enter a channel where we could continue the relationship after the campaign.
02 / The strategy
Make the app part of the reward.
The proposition was simple: celebrate OAKDAY with a free bowl, claimed through the app’s Rewards section. Social content introduced the offer and explained how to participate, giving people a clear path from discovery to redemption.
My leadership
I aligned the campaign strategy, offer and creative message around two objectives: product trial and loyalty growth. Working with the team, we connected social promotion, paid support and the app reward journey, then tracked signups, redemptions and direct acquisition costs.
03 / The work
One offer. A clear path to participate.
The creative kept the bowl at the center of the campaign, supported by OAKBERRY’s recognizable purple identity. Announcement content built anticipation for December 6, while follow-up messaging explained how to access the free bowl.
Social and app assets carried a consistent message: download or open the OAK app, find the reward and claim your bowl. The product created the desire to participate, and the instructions made the next step clear.
04 / The rollout
Social attention, connected to the app.
The campaign brought together social promotion, paid support and in-app rewards around OAKDAY. Communication ahead of the anniversary gave people time to join the app, with the offer providing a specific reason to act.
We tracked loyalty signups alongside bowl redemptions and campaign costs, connecting the marketing activity with measurable acquisition and participation.
05 / The impact
A 24.3% increase in loyalty membership.
Across the December 3–8, 2025 reporting window, the loyalty member base grew from 30,905 to 38,404.
Reward product costs and paid media spend equated to $3.73 in direct acquisition cost per new loyalty member.
OAKDAY connected product trial with measurable growth in our owned audience, giving the team a larger loyalty base for future CRM and repeat-purchase activity.