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Case Study · Conditional cashback

Pao Labs ran daily orders 16% above baseline, without a discount.

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Results

Full-price orders from new runners.

+16%
Orders per day vs baseline
Oct 28 to 31 vs the 91 days before launch
68%
Orders enrolled at full price
Share of store orders that carried the code
52%
New to Pao Labs
Of the shoppers who enrolled
0%
Discounted at checkout
PAOUSA enrolled the order and took nothing off

01 — Pao started as a post-run rant about energy gels.

Pao Labs makes energy jellies with real Asian flavors. Race season is when runners stock up, and most brands reach for a discount to win that order.

Pao Labs wanted new runners at full price, without training them to wait for a sale.

02 — The NYC Marathon: the race on every runner's calendar.

We tied an Oct 28 to 31 window to one clear condition: an American wins the men's or women's professional open division of the NYC Marathon on Nov 1.

03 — Homepage carousel, code PAOUSA, two emails and a pop-up.

Playably handled the landing page, creative, official rules and tracking. Pao Labs ran it on its own store with code PAOUSA, plus two Shopify Email sends and a table sign at its race-week pop-up.

04 — The outcome: more orders, no cashback owed.

Sweden and Kenya won the open divisions, so Pao Labs kept its revenue. 68% of all orders in the window enrolled at full price, and orders per day ran 16% above the 91 days before launch.

Campaign graphics

The creative that ran.

Social · the number
Social · the number
Social · the trade
Social · the trade
Launch Story
Launch Story
Pop-up table sign
Pop-up table sign
Why it worked

Three reasons this beats a discount.

A

Full price moved volume.

Nothing was discounted, and orders per day still ran 16% above baseline.

B

Timed to race week.

The window closed the night before the NYC Marathon, the race on every runner's calendar.

C

It found new runners.

Over half of the shoppers who enrolled had never bought from Pao Labs.

Have a moment your customers are already watching?

Bring us the trigger. We’ll handle everything else: rules, hedging, cashback, the lot.

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