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Aura Bora was founded by Paul and Madeleine Voge in 2019. What began as a kitchen experiment with a home carbonator and some unusually delightful ingredients became a beverage brand with products sold in premium retail locations across the country. The company is proud to be a delicious alternative to alcohol and sugar-filled soft drinks as true ingenuity in the competitive sparkling water category. In addition to core retail flavors like Ginger Meyer Lemon and Lavender Cucumber, the brand has achieved particular notoriety for its limited-time varieties like Blackberry Black Pepper, Peach Honeysuckle, and Green Bean Casserole. In recent years, Aura Bora has also partnered with Graza Olive Oil, Magnolia Bakery, and PF Candle on a variety of innovative product launches. The company has been covered by The New Yorker, Inc, GQ, Forbes, AdWeek, and Rolling Stone.
Aura Bora faced a critical challenge: driving growth in a competitive beverage market flooded with low-cost alternatives. As their retail distribution expanded to national chains, they needed an effective way to promote their premium products in a category known for limited innovation and price-sensitive consumers.
Their previous retail marketing tools were outdated and inefficient, requiring extensive time and resources to launch promotional campaigns. With a lean team and more ambitious growth targets, Aura Bora needed a nimbler approach to their retail marketing programs and a better way to allocate their retail media spend. They sought to accelerate product trials and boost retail velocity, so they partnered with Aisle to create a modern solution to help scale their retail growth.
“Aisle has been instrumental in our transition into retail, including new product launches, retailer launches, and campaign-specific objectives. No other retail marketing platform has been able to drive results in all three categories of our business.” - Cameron Faist, Chief Marketing Officer.
Aura Bora tested their Aisle program with a focus on driving new retail trial with a deep promotional offer amongst targeted retailers, After seeing success with this initial activation and scaling up overall retail distribution, their team was able to justify an increase in their aisle platform spending. During this time, they started to pivot toward BOGO offers to double their velocities with each incremental redemption. Leveraging Aisle’s built-in repeat purchase rewards, they have been able to automate text messages to drive incremental purchases and increase their customer LTV.
Broadly, Aura Bora has successfully deployed Aisle across their marketing channels as a core acquisition and retail data capture strategy, focusing on driving their Aisle activations via paid and organic social, email, and SMS marketing.
They have also integrated Aisle into their website in some interesting ways, adding a pop-up form to their store locator page, as well as adding optionality to their product display pages (PDPs) for their shoppers to purchase locally via an Aisle offer if buying online is cost-prohibitive.
Leveraging Aisle’s Klaviyo integration, Aura Bora has also been able to retarget anyone who signed up for an Aisle program and never redeemed via timely emails, as well as strategically follow up with those who previously redeemed on one of their in-store programs to increase CLTV and drive repeat purchase rates across their all shoppers and all retailers.
Through its partnership with Aisle, Aura Bora has successfully driven a noticeable increase in retail sales, primarily through BOGO promotions for its ready-to-drink cans and 6-packs. The campaigns have delivered impressive performance metrics, with a 28% overall conversion rate and over 18,500 units moved through the register (to date). These results represent a multi-percentage increase in units sold per store per week across their retailers.
The program has also proven highly cost-efficient overall. When accounting for total program costs, including paid media, platform fees, and redemptions, Aura Bora has achieved a customer acquisition cost that falls below their direct-to-consumer channel. Furthermore, they've achieved a healthy 2.5:1 ratio of 12-month customer lifetime value (LTV) to customer acquisition cost (CAC).
Aura Bora has validated its customer economics more easily using Aisle's built-in functionality, which includes real-time reporting, automated post-purchase surveys, and receipt tracking. This data has supported their decision to continue investing in Aisle as a strategic partner for retailer-specific promotions and broader retail campaigns.
