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Case Study · 02 of 13

How SOUL acquired higher-value customers, without ever cutting price.

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Results

Full-price buyers who subscribe and stay.

1.4×
Subscription sign-up rate
59% of campaign buyers subscribed vs. 41% of other shoppers that week
1.5×
New customers subscribed
54% vs. 36% of other first-time buyers
+16%
Bigger baskets
Than the rest of the store
63%
Renewed at least once
Close to Soul’s regular subscribers (67%)
"
I only bought because the game might pay for it. Three reorders later, I’m a regular.
SC
SOUL Customer
Verified buyer · code OVERTIME

01 — Discounts were buying low-value, one-time customers.

SOUL’s promo-driven acquisition filled carts but not lifetime value — discount shoppers churned fast and rarely subscribed.

They needed new customers who’d stick, without training the audience to wait for a sale.

02 — The Big Game: a moment fans were already glued to.

We tied a Jan 26 – Feb 7 window to a clear condition — the championship game going to overtime — with a liability cap mapped to the margin a 20%-off promo would have cost.

03 — Homepage hero, code OVERTIME, and a paid push.

Playably handled creative, official rules, and tracking. SOUL ran it on its existing stack with code OVERTIME — no developer time.

04 — The outcome: customers who subscribed, no overtime.

The game ended in regulation, so SOUL kept its revenue. Campaign buyers subscribed at 1.4× the rate of other shoppers that week, new customers at 1.5×, and 63% renewed at least once, close to Soul’s regular subscribers.

Campaign graphics

The creative that ran.

Landing page
Landing page
Email
Email
Why it worked

Three reasons this beats a discount.

A

Quality over coupons.

Full-price buyers subscribed more often (59% vs. 41%) and filled bigger baskets than the rest of the store.

B

A reason to act now.

The kickoff deadline created urgency a discount usually buys.

C

Shareable by design.

Fans told fans they might get the round for free — earned reach, no ad spend.

Have a moment your customers are already watching?

Bring us the trigger. We’ll handle everything else — rules, hedging, payouts, the lot.

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