How Habit Boosted Loyalty Membership Signups by 47% with Blings' MP5 Video
Background
Habit is a leading American burger chain known for its high-quality, grilled-to-order burgers and commitment to fresh ingredients. With locations across the country, Habit aims to deliver a unique dining experience while engaging customers through a robust loyalty program that rewards frequent diners with exclusive offers and promotions.
Challenges
Habit sought to enhance it’s loyalty membership program by increasing signups through innovative referral methods. Traditional marketing strategies had plateaued, necessitating a fresh approach to effectively engage existing customers and attract new ones.
Solution
Blings implemented its MP5 technology to enhance Habit’s existing loyalty and leverage it for a new member acquisition campaign. This solution involved creating an interactive and personalized video template that encouraged customers to share Habit’s special offering with friends and family that got their own personalized videos.
The video generated an experience of a high quality personalized invitation – it included the recipient’s name and the incentives in a fun, compelling and highly engaging visual narrative, per the brand language. Additionally, both the sender and new recipients could easily redeem their exclusive rewards, ensuring a seamless and rewarding referral experience.
Results
The personalized video campaign delivered standout results, proving the power of interactive, user-driven experiences to boost referral performance and brand engagement:
- Conversion Rate: The Blings-powered campaign achieved a 3.17% conversion rate for new member registrations – a 44% increase over Habit’s average referral performance of 2.2%.
- Share (Referral) Rate: 53% of users shared their personalized video with friends – over 13 times higher than the industry benchmark of 4%, dramatically expanding the campaign’s reach and impact.
- Sign-up (Engagement) Rate: Of those who received a shared video, 47% clicked the call-to-action to join Habit’s loyalty program, highlighting strong peer-driven influence.
- Video Watch Time: Viewers watched an average of 38 seconds per video, representing 96% of the video’s total length – a powerful metric for brand exposure.
- Compliance & Scale: The campaign reached tens of thousands of users over 10 weeks, all while remaining fully compliant with local anti-spam laws.
47%
Video Sign Up Rate
13x
Referral Rate
44%
Conversion Rate
Conclusion
The collaboration with Blings significantly enhanced Habit’s loyalty membership marketing strategy. The successful ‘Refer-a-Friend’ campaign demonstrated the power of personalized and interactive content in driving engagement and expanding the customer base, aligning with Habit’s mission to provide excellent dining experiences and rewards for their loyal customers.
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