Overview

BOBABAM began revolutionizing the boba shop experience in 2020 when they launched their perfectly chewable at-home boba kits. The fresh frozen brand has quickly grown their presence to 5,600+ stores including familiar names such as Safeway, Target, Costco, and Shaw’s among others.

The Challenge

Before Aisle, it was impossible for BOBABAM to know how much they needed to spend to have an impact on driving new customers & brand awareness. They wanted to achieve rapid scale by getting new prospects to try their products, but had no way to track crucial KPIs like ROAS and CAC. They shared the common frustrations that clearinghouses’ traditional coupon route took too long for any info to reach the brand, was outdated, and could never offer even the most basic data points such as # of new customers redeeming offers.

“It used to drive me crazy how we couldn’t attribute or track in store purchases [before Aisle]” — Aubrie Richie, Performance Marketing Strategy and Measurement Consultant at BOBABAM

Strategy

Collaborating with Aisle on targeting settings, offer testing, and methods of distribution helped BOBABAM move units at progressively lower costs. While some campaigns were designed to support all retailers and locations, BOBABAM appreciated Aisle’s flexibility in being able to pivot quickly to support individual sellers, which included customizing landing pages along with the strategy for each push. Together they learned that using purely geo-targeted audiences outperformed ones with interests layered into the settings, and the importance of including product education in their landing experience.

While they originally set out to use Aisle for acquiring new customers, it has also offered an extra opportunity to incentivize existing subscribers to stay engaged. For example, while launching out-of-season with a Club Pack at Costco, BOBABAM was able to send an email blast promoting a free box there that drove an impressive number of conversions to jumpstart their performance at a key retailer.

“The instantaneous nature of Aisle is a huge benefit. 
 Our core demo is aged 18-35, so being able to custom tailor trial opportunities to tech that they are using rather than a traditional coupon that needs to be kept in a wallet helped us activate customers in the moment, right when they shop.” — Chelsea Bialla, Chief Marketing Officer

Results

Through their work with Aisle, BOBABAM has run several of their brands’ most successful campaigns ever from a cost perspective, with a National Boba Day push reaching a 41% conversion rate. They love both the obvious benefits of achieving meaningful velocity growth, as well as the ability to leverage Aisle as another tool for customer re-engagement & LTV.

“Aisle helps us see exactly which tactic is driving the interest and we’re able to turn off channels that aren’t working or validate investment in specific influencers. We get so much more intelligence with tracking which is hugely valuable for us.” — Chelsea Bialla, Chief Marketing Officer