Born Primitive reduced customer acquisition cost by 45% using Bounty to supercharge organic traffic
Last Updated on 4/22/21
Update: BP Nation is Growing! $40,000+ GMV in the last 30 days
Born Primitive continues to build its community using Bounty. In the last 30 days, 220 community members have driven $40,707+ in GMV and 15,200 clicks
Shares from customers are converting at 6.46% in the past 30 days!
Born Primitive is a nine-figure direct-to-consumer athletics apparel brand. The company is veteran owned and operated and markets heavily to former and active duty families. The brand’s ethos is: Athlete-Driven, Patriot-Inspired, and it has built a dedicated following in the Crossfit community.
Since Born Primitive was founded in 2014, the company has relied heavily on digital marketing. By 2021, ad spend had ballooned to hundreds of thousands of dollars per month with 90% of that budget allocated toward Facebook and Instagram ads.
When Apple released iOS 14.5 in April 2021, the software update came with new privacy restrictions that requires iOS users to opt-in to letting apps track their data. Only 15% of Americans opted-in to letting Facebook track their data, which made it significantly harder for Facebook to run targeted ads. As a result, direct-to-consumer brands’ cost to acquire customers via Facebook ads skyrocketed. Born Primitive’s cost per click rose to $2.30 and conversion rate sank to 1%.
Overnight, Born Primitive’s primary customer acquisition channel became signficantly more expensive.
Bounty approached Born Primitive with an idea — instead of paying Facebook $2+ per click to acquire customers, why not pay Born Primitive customers a per click fee to do the same?
The Born Primitive Community Management Team saw an opportunity to use Bounty to drive higher community engagement and more sales at a lower customer acquisition cost.
Bounty launched a white label community app—Born Primitive Nation—and onboarded a group of Born Primitive Ambassadors, Influencers, and Professional Athletes. Bounty also helped Born Primitive identify a group of Loyal Customers to onboard and test.
Born Primitive offered all community members to earn:
$1 per click
10% per sale
Paid out in Born Primitive Credit
Community members starting sharing Bundles and driving sales immediately. After the first 3 months of using Bounty, 50 Born Primitive community members had driven:
Born Primitive’s CAC on Bounty is 45% lower than its CAC on Facebook Ads.
Community members are engaging with the Born Primitive using Bounty 4-5 times per week and retention is strong:
A Surprising Learning
The Loyal Customer cohort—Born Primitive customers with no experience as ambassadors or influencers—drove more revenue than Influencers, Professional Athletes, or Ambassadors. This was a big surprise to Born Primitive and they have started inviting more Loyal Customers to join Born Primitive Nation.
Born Primitive community members earned over $15,000 in Born Primitive credit in the first 3 months. The true cost to Born Primitive for these payouts was ~$5,000 because Born Primitive pays out community members in brand credit, and $1 of brand credit only costs Born Primitive ~$0.30 to issue due to their profit margins.
"Our return on Bounty is much higher than Facebook and the money we spend is being invested back into our community so they can buy more from us. It's a no brainer."
Bear Handlon, CEO @ Born Primitive
Building a Global Community
Born Primitive has turned its community into the one of the company's most profitable customer acquisition channels, with an average ROAS of 4.4.
Born Primitive is scaling up and onboarding all of their Ambassadors, Athletes, and Influencers in the United States, Canada, Europe, South Africa, and the Middle East. They are expanding the Loyal Customer cohort to their top loyalty members and onboarding Employees.
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